文档介绍：Ravindra Chitturi, Rajagopal Raghunathan, & Vijay Mahajan
Delight by Design: The Role of
Hedonic Versus Utilitarian Benefits
What is the relationship between product design benefits (hedonic versus utilitarian) and the postconsumption
feelings of customer delight and satisfaction? The primary insights this research provides are as follows: (1)
Products that meet or exceed customers’ utilitarian needs and fulfill prevention goals enhance customer satisfaction
(., a car with antilock brakes and vehicle stability assist), and (2) products that meet or exceed customers’
hedonic wants and fulfill promotion goals enhance customer delight (., a car with panoramic sunroof and six-
speaker audio system). Furthermore, the research finds that the primary antecedent feelings of satisfaction are the
prevention emotions of confidence and security provided by utilitarian benefits, whereas the primary antecedent
feelings of delight are the promotion emotions of cheerfulness and excitement provided by hedonic benefits. Finally,
the results show that delighting customers improves customer loyalty, as measured by word of mouth and
repurchase intentions, more than merely satisfying them. The authors discuss the theoretical contribution and
strategic insights the research provides for product designers and marketers.
Keywords: design, delight, satisfaction, hedonic, utilitarian
or the past few decades, customer satisfaction has This research builds on previous work on hedonic ver-
been the mantra by which firms have tried to manage sus utilitarian benefits,1 regulatory focus theory, customer
Fthe relationship between their products and cus- satisfaction, and delight (., Bagozzi, Gopinath, and Nyer
tomers. Much to their disappointment, managers are discov- 1999; Chitturi, Raghunathan, and Mahajan 2007; Oliver
ering that high levels of customer satisfaction do not neces- 1997; Rust and Oliver 2000) to address two questions: (1) Is
sarily translate into hig