Die Wirkung funktionaler, emotionaler und relationaler Nutzendimensionen auf die Markenloyalität

Jens Gutsche, Andreas Herrmann, Frank Huber, Frank Kressmann and René Algesheimer
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Jens Gutsche: Deutsche Telekom AG
Andreas Herrmann: Universität St. Gallen
Frank Huber: Universität Mainz
Frank Kressmann: Universität Mainz
René Algesheimer: Universität Zürich

Schmalenbach Journal of Business Research, 2005, vol. 57, issue 7, 638-657

Abstract: Summary Drawing on existing marketing literature three dimensions of utility are suggested: functional, emotional and relational. It is argued that the importance of these dimensions vary over time. In the early phase of the product life cycle, the functional utility is crucial for the success in the market place. Over time the emotional and relational dimension become more and more important. An empircial study carried out in the telecom industry provides evidence that this shift of importance actually takes place. The managerial implication is twofold. Firstly, the value proposition needs to be adapted in order to meet customer expectations. Secondly, an organizational change is necessary to be able to generate the value proposition which is asked by the market place.

Keywords: M30; M31; Benefit; Brand Loyality; Cell Phone Market; Handy-Markt; Markenloyalität; Nutzen (search for similar items in EconPapers)
Date: 2005
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DOI: 10.1007/BF03377355

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