Eatertainment: Utilitarian and Hedonic Motivations for Patronizing Fun Experience Restaurants

Abstract

Patrons not only want a good meal while dining but also a pleasant experience. Restaurants are dimensional in their ability t o provide for this experience. The purpose of this research is to determine why people have interests in the fun experience factor that some restaurants provide. In this study we explore the hedonic and utilitarian motives for patrons dining in fun experi ence restaurants. It is necessary to apply these principles to the investigation of this study as consumers dine to satisfy hunger and to experience a more memorable experience. It is essential to examine both these values for a more meaningful study. Surveys were administered to a convenience sample of 287 participants at a fun experience restaurant in the metropolitan area. Crosstabs, ANOVA, Correlations, Factor Analysis and Multiple Regression were employed to explore differences and relationships between variables. Findings identified a profile of patrons at fun experience restaurants using the involvement construct, and the hedonic and utilitarian motivational motives, results of this study indicate the primary reasons for patronage at fun experience rest aurants. Furthermore, motivational factors with various restaurant characteristics were found to understand what patrons' value most about this experience. This paper provides the restaurant industry with insight and understanding as to what attracts patrons to fun experiment establishments and what motivations influences their decisions.

Discussing the Effect of Service Innovation on Customer Satisfaction Based on Statistics Education – A Case on Qianjiangyue Leisure Farm

“…It was also considered that most successful innovation was achieved through changes to create novel and different value and satisfaction. Josiam and Henry (2014) explained service innovation as enterprises promoting the product or service value to cope with customer needs for diverse products and services, and market needs were the major factor in service innovation to correspond to the development trend of international industries faced by Taiwan. Armstrong and Kotler (2014) proposed that catering to different demands of time background and competition methods could help enterprises' business competition, keep with the time, and develop.…”

Examining the Impact of Consumer Innovativeness and Innovative Restaurant Image in Upscale Restaurants

“…This mandate calls for a unique type of managerial team that empowers employees to accurately and efficiently assess the needs, capacities, and innovation thresholds of their customer base. Skilled production of unique and fun experiences (Josiam and Henry 2014), exquisite meal presentations that leave a lasting impression (Hwang and Hyun 2013), and innovative ambiance that invigorates the imagination (Han and Ryu 2009) are all central to the creation of an effective and memorable luxury experience. As such, luxury restaurant management should encourage the implementation of "out of the box" service procedures and practices that will lead to optimal enjoyment and gratitude; because when the restaurant is successful in creating novel and memorable experiences, the resulting positive emotions may help justify the higher prices in the minds of those upscale restaurant patrons who value innovation.…”

The Effects of Utilitarian and Hedonic Values on Young Consumers’ Satisfaction and Behavioral Intentions

“…Determining the values that affect consumers' satisfaction and behavioral intentions is an important subject in the consumer behavior and services marketing literature. In the literature, there are studies which investigate the effects of utilitarian and hedonic values on patronage, satisfaction and behavioral intentions (Babin et al, 2005;Jones et al, 2006;Carpenter, 2008;Hanzae & Khonsari, 2011;Nejati & Moghaddam, 2013;Chiu et al, 2014;Josiam & Henry, 2014), but a study that investigates these effects mutually between fast-food and fast-casual restaurant sectors has not been observed. Accordingly, the aim of this study is to investigate the effects of utilitarian and hedonic values on young consumers' satisfaction and behavioral intentions in fast-food and fast-casual restaurant sectors.…”