Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast‐casual restaurant industry
International Journal of Contemporary Hospitality Management
ISSN: 0959-6119
Article publication date: 20 April 2010
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.
Keywords
Citation
Ryu, K., Han, H. and Jang, S.(S). (2010), "Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast‐casual restaurant industry", International Journal of Contemporary Hospitality Management, Vol. 22 No. 3, pp. 416-432. https://doi.org/10.1108/09596111011035981
Publisher
:Emerald Group Publishing Limited
Copyright © 2010, Emerald Group Publishing Limited