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Decomposing the value of department store shopping into utilitarian, hedonic and social dimensions: Evidence from Finland

Timo Rintamäki (School of Business Administration, University of Tampere, Tampere, Finland)
Antti Kanto (Helsinki School of Economics and Business Administration, Helsinki, Finland)
Hannu Kuusela (School of Business Administration, University of Tampere, Tampere, Finland)
Mark T. Spence (Bond University, Bond, Australia)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 1 January 2006

Abstract

Purpose

The purpose of this paper is to decompose total customer value as perceived by department store shoppers into utilitarian, hedonic and social dimensions, and empirically test this conceptualization in a Finnish department store shopping context.

Design/methodology/approach

Data were collected by a questionnaire administered over three days at a department store that generates the second largest turnover in Finland. A total of 364 shoppers completed the questionnaire.

Findings

Empirical evidence supports our tripartite conceptualization of total customer value. In particular, social value is an independent construct. Further, social value varies by day‐of‐week, with a significant increase on Saturday (versus weekdays) when the store is more crowded, whereas no such differences in utilitarian and hedonic values were detected.

Originality/value

The principal contribution is a tripartite conceptualization of total customer value that incorporates utilitarian, social and hedonic value dimensions in a department store shopping context. Individually these dimensions are all well rooted in streams of consumer behavior literature, albeit mostly at the product or brand, not the store, level. Increasing our understanding of these softer aspects of shopping, particularly the social dimension, is important because they represent possible differentiating factors in the highly competitive and often commoditized retail markets.

Keywords

Citation

Rintamäki, T., Kanto, A., Kuusela, H. and Spence, M.T. (2006), "Decomposing the value of department store shopping into utilitarian, hedonic and social dimensions: Evidence from Finland", International Journal of Retail & Distribution Management, Vol. 34 No. 1, pp. 6-24. https://doi.org/10.1108/09590550610642792

Publisher

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Emerald Group Publishing Limited

Copyright © 2006, Emerald Group Publishing Limited