Online from: 1989
Subject Area: Tourism and Hospitality
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|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.|
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
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