Original paper

Hedonic and Utilitarian Values Behind Engagement of Online Consumers

Volume: 18, Issue: 3, Pages: 1 - 20
Published: Jul 1, 2020
Abstract
In the hyper-competitive Indian airline industry, the low-cost carriers as well as full-service airlines are in dire need of innovative marketing strategies to engage their customers. To understand the dynamics behind the process of customer engagement, the purpose of this paper is to gain insights into the lived experience of consumers about their online air-ticket bookings experiences. In total, 60 frequent air travellers were approached to...
Paper Details
Title
Hedonic and Utilitarian Values Behind Engagement of Online Consumers
Published Date
Jul 1, 2020
Volume
18
Issue
3
Pages
1 - 20
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