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Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast‐casual restaurant industry

Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the... Purpose – The paper aims to examine the relationships among hedonic and utilitarian values, customer satisfaction and behavioral intentions in the fast‐casual restaurant industry. Design/methodology/approach – The measures were developed based on a thorough review of the previous literature. Questionnaires were collected in classroom settings at a mid‐western university in the USA. Anderson and Gerbing's two‐step approach was employed to assess the measurement and structural models. Findings – The findings indicate that hedonic and utilitarian values significantly influence customer satisfaction, and customer satisfaction has a significant influence on behavioral intentions. Utilitarian value shows a greater influence on both customer satisfaction and behavioral intention than does hedonic value. This study also reveals that customer satisfaction acts as a partial mediator in the link between hedonic/utilitarian value and behavioral intentions. Research limitations/implications – Study findings will greatly help hospitality researchers and practitioners understand the roles of hedonic and utilitarian values in customer satisfaction and behavioral intentions in the fast‐casual restaurant industry. Originality/value – The paper is the first to explore the relationships among hedonic and utilitarian values and their effect on customer satisfaction and behavioral intentions in the fast‐casual restaurant industry using Babin et al. 's two‐dimensional measure of consumer value. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Contemporary Hospitality Management Emerald Publishing

Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast‐casual restaurant industry

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References (66)

Publisher
Emerald Publishing
Copyright
Copyright © 2010 Emerald Group Publishing Limited. All rights reserved.
ISSN
0959-6119
DOI
10.1108/09596111011035981
Publisher site
See Article on Publisher Site

Abstract

Purpose – The paper aims to examine the relationships among hedonic and utilitarian values, customer satisfaction and behavioral intentions in the fast‐casual restaurant industry. Design/methodology/approach – The measures were developed based on a thorough review of the previous literature. Questionnaires were collected in classroom settings at a mid‐western university in the USA. Anderson and Gerbing's two‐step approach was employed to assess the measurement and structural models. Findings – The findings indicate that hedonic and utilitarian values significantly influence customer satisfaction, and customer satisfaction has a significant influence on behavioral intentions. Utilitarian value shows a greater influence on both customer satisfaction and behavioral intention than does hedonic value. This study also reveals that customer satisfaction acts as a partial mediator in the link between hedonic/utilitarian value and behavioral intentions. Research limitations/implications – Study findings will greatly help hospitality researchers and practitioners understand the roles of hedonic and utilitarian values in customer satisfaction and behavioral intentions in the fast‐casual restaurant industry. Originality/value – The paper is the first to explore the relationships among hedonic and utilitarian values and their effect on customer satisfaction and behavioral intentions in the fast‐casual restaurant industry using Babin et al. 's two‐dimensional measure of consumer value.

Journal

International Journal of Contemporary Hospitality ManagementEmerald Publishing

Published: Apr 20, 2010

Keywords: Utilitarianism; Customer satisfaction; Consumer behaviour; Restaurants; Catering industry; Fast foods

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