In today’s fast-paced world, customer engagement has become a crucial aspect for businesses to succeed. With the rise of social media and online platforms, customers have more power than ever before to voice their opinions and shape the reputation of a brand. This has led to a shift in the way companies approach customer engagement, with a focus on creating a positive and memorable experience for their customers. In this article, we will explore the different ways in which customers engage with brands and services, specifically in the context of hedonic and utilitarian services.
Firstly, let us define what hedonic and utilitarian services are. Hedonic services refer to those that are primarily focused on providing pleasure and enjoyment to the customer, such as restaurants, theme parks, and spas. On the other hand, utilitarian services are those that fulfill a specific need or solve a problem for the customer, such as insurance, banking, and healthcare. While both types of services are essential in our daily lives, the way customers engage with them can vary significantly.
To gain a deeper understanding of customer engagement in hedonic and utilitarian services, we spoke to four experts in the field – Jenna Adriana Maeve Barrett, Elina Jaakkola, Jonas Heller, and Elizabeth Christine Brüggen. These individuals have extensive experience in consumer behavior and have conducted research on customer engagement in different industries.
According to Jenna Adriana Maeve Barrett, a marketing professor at the University of California, Berkeley, “Customer engagement in hedonic services is often driven by emotions and experiences. Customers are looking for a fun and memorable time, and they are more likely to engage with a brand that can provide that.” This is evident in the rise of experiential marketing, where brands create immersive and interactive experiences for their customers to engage with their products or services. For example, the popular restaurant chain, The Cheesecake Factory, not only offers delicious food but also creates a vibrant and lively atmosphere for its customers to enjoy.
On the other hand, Elina Jaakkola, a consumer behavior researcher at the University of Oulu, Finland, believes that customer engagement in utilitarian services is more rational and goal-oriented. She explains, “Customers engage with utilitarian services to fulfill a specific need or solve a problem. Therefore, they are more likely to engage with a brand that offers convenience, efficiency, and reliability.” This is why companies like Amazon and Google, which provide quick and efficient services, have a large and loyal customer base.
Jonas Heller, a marketing professor at the University of St. Gallen, Switzerland, adds, “In hedonic services, customers are more likely to engage with a brand that aligns with their values and lifestyle. They want to feel a sense of belonging and connection with the brand.” This is evident in the rise of brand communities, where customers come together to share their experiences and engage with the brand on a deeper level. For example, the outdoor clothing brand, Patagonia, has a strong community of customers who share a passion for environmental sustainability.
In contrast, Elizabeth Christine Brüggen, a consumer behavior researcher at the University of Groningen, the Netherlands, believes that in utilitarian services, customers are more likely to engage with a brand that offers personalized and tailored solutions. She says, “Customers want to feel valued and understood by the brand. Therefore, companies that use data and technology to personalize their services are more likely to engage with their customers.” This is evident in the rise of artificial intelligence and chatbots in industries like banking and insurance, where customers can receive personalized and efficient services.
So, what makes a brand’s customer engagement strategy successful? According to our experts, it is a combination of both functional and emotional elements. Jenna Adriana Maeve Barrett says, “In hedonic services, customers are looking for a balance between fun and functionality. They want to have a good time, but they also want to feel that their needs are being met.” This is why brands like Disney and Universal Studios invest in both creating a fun and immersive experience for their customers while also ensuring efficient and convenient services.
Similarly, in utilitarian services, Elina Jaakkola believes that brands need to strike a balance between rational and emotional elements. She explains, “While customers engage with utilitarian services for functional reasons, they also want to feel a sense of trust and connection with the brand. Therefore, companies need to focus on building a strong brand reputation and creating a positive customer experience
