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Die Wirkung funktionaler, emotionaler und relationaler Nutzendimensionen auf die Markenloyalität

Author

Listed:
  • Jens Gutsche

    (Deutsche Telekom AG)

  • Andreas Herrmann

    (Universität St. Gallen)

  • Frank Huber

    (Universität Mainz)

  • Frank Kressmann

    (Universität Mainz)

  • René Algesheimer

    (Universität Zürich)

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.

Suggested Citation

  • Jens Gutsche & Andreas Herrmann & Frank Huber & Frank Kressmann & René Algesheimer, 2005. "Die Wirkung funktionaler, emotionaler und relationaler Nutzendimensionen auf die Markenloyalität," Schmalenbach Journal of Business Research, Springer, vol. 57(7), pages 638-657, November.
    • Handle: RePEc:spr:sjobre:v:57:y:2005:i:7:d:10.1007_bf03377355
    DOI: 10.1007/BF03377355
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    References listed on IDEAS

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    More about this item

    Keywords

    M30; M31;

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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