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Journal cover: International Journal of Contemporary Hospitality Management

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Online from: 1989

Subject Area: Tourism and Hospitality

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


Document Information:
Title:Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast-casual restaurant industry
Author(s):Kisang Ryu, (Hotel, Restaurant and Tourism Administration, University of New Orleans, New Orleans, Louisiana, USA), Heesup Han, (Department of Tourism Management, College of Business Administration, Dong-A University, Busan, South Korea), Soocheong (Shawn) Jang, (Department of Hospitality and Tourism Management, Purdue University, West Lafayette, Indiana, USA)
Citation:Kisang Ryu, Heesup Han, Soocheong (Shawn) Jang, (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 Iss: 3, pp.416 - 432
Keywords:Catering industry, Consumer behaviour, Customer satisfaction, Fast foods, Restaurants, Utilitarianism
Article type:Research paper
DOI:10.1108/09596111011035981 (Permanent URL)
Publisher:Emerald Group Publishing Limited
Acknowledgements:This study was supported by research funds from Dong-A University.
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.



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