Understanding how consumer goals influence the consumption of services is increasingly important in a service driven economy. While the implications of hedonic and utilitariangoals for service consumption have been acknowledged in the marketing literature, research examining the positional concerns of consumers (i.e. concern about performance in a personally significant consumption domain relative to others) in the economics literature suggests positional goals are also an important driver of services consumption. Research has been limited to the examination of broad consumption domains that have been identified by researchers as attracting the positional concerns of consumers. However, consumers’ identification of the specific services they consume to address positional concerns is a gap in the marketing literature. This study addresses this gap by examining consumers’ (N=351) perceptions of positional, hedonic and utilitarian value across 30 different services. Services offering positional value are identified and the implications for theory and practice are discussed.
2016 Australian and New Zealand Marketing Academy Conference (ANZMAC): Marketing in a post-disciplinary era, Christchurch, New Zealand 5-7 December 2016
Proceedings of the 2016 Australian and New Zealand Marketing Academy Conference / pp.In press