Impact of utiliterian benefits on custmer loyalty

Abstract

The major finding on this research is that Utilitarian benefits do increase the willingness to purchase, but for a short period of time. It does not have any impact on customer loyalty over a long period of time, as when the offer ends the willingness to buy the product for the consumers decreases by a significant amount. Thus, we can conclude that utilitarian benefit can be used to increase the trails and therefore sales in the short term but in the long-term term it does not build any emotional connection with its customers therefore the customers tend to switch to the previous brand once the utilitarian benefit in hand stops. Therefore, they should try to build its own favorable perception among the consumers which could help the brand to sustain and improve its position in the long run with loyalty and emotional attachment built from the customer side.