Modeling Business Student Satisfaction: Utilitarian Value and Hedonic Value as Drivers of Satisfaction

Abstract

With changing demographics and the potential impact of COVID-19 on enrollment, understanding student satisfaction, student retention, and willingness to recommend a university to prospective students is critically important. Based on a survey of business school students from two universities, this paper illustrates the impact of utilitarian and hedonic value as drivers of student satisfaction. In turn, satisfaction is shown to heavily influence student intentions to remain at the current school, as well as recommend that school to others. The student's year in college is found to moderate the relationship between utilitarian and hedonic values and student satisfaction.

Evaluating the influence of service quality, hedonic, and utilitarian value on shopper's behavioral intentions in urban shopping malls during the COVID-19 pandemic

“…Similar to the study of Vinerean et al (2022) , HV in their study was seen to be a strong predictor of behavioral intention and satisfaction among tech-savvy users for m-commerce applications. However, the HV that shoppers experienced in shopping malls is more like an emotional experience and was found from previous studies to be greatly related to satisfaction ( Arizzi et al, 2020 ). Currently, the Philippines is still under extended lockdown and continuously builds up negative emotions which impact greatly the mental health of people.…”

“…This is in line with the results of Kesari and Atulkar, (2016) and Khare (2011) . The said value may come from monetary (e.g., discounts, on-sale items), a selection of a variety of products, and effortless shopping of getting what you need in one place ( Arizzi et al, 2020 ; Kesari & Atulkar 2016 ). The results indicated that shoppers find that going to the mall nowadays is like a functional task that needs to be accomplished and that a sense of achievement afterward will then trigger their satisfaction.…”

“…From the study by Han et al (2021) , they suggested that these negative emotions should be mitigated by reducing emotional distress. Arizzi et al (2020) discussed how the values are drivers of satisfaction for satisfaction in a business model during the COVID-19 pandemic. Thus, shopping malls may capitalize on this by providing entertainment, great visual interiors, and appealing marketing strategies to promote satisfaction and BI.…”

Modeling brand color emotions, perceived brand creativity, perceived value, and brand loyalty in the context of theme parks

“…In the emerging electronic commerce context, Gan and Wang (2017) showed that utilitarian, hedonic and social values had significant and positive impacts on purchase intention. Finally, in the education field, Arizzi et al (2020) measured the impact of utilitarian and hedonic values on loyalty and recommendations to others. In the tourism and hospitality industry, Lee and Kim (2018) identified the relationship between customer values and loyalty in the context of Airbnb.…”

The impact of the student–instructor relationship on student-centric measures

“…It can be concluded that satisfied customers say positive things about organizations and will recommend the organization and its services to others (Parasuraman et al, 1991) which applies in the educational context as well (Arizzi, et al, 2020;Boulding et al, 1993). Customer satisfaction is considered to be a good indicator of willingness to recommend (Bansal et al, 2004) also in the higher education context (Padlee and Reimers, 2015).…”