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

Abstract

PurposeThe paper aims to examine the relationships among hedonic and utilitarian values, customer satisfaction and behavioral intentions in the fast‐casual restaurant industry.Design/methodology/approachThe 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.FindingsThe 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/implicationsStudy 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/valueThe 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.

The Effects of Innovation in Product on Hedonic Perceived Value and Consumer Purchase Behavior

“…Moreover, satisfaction of a consumer can be considered as alternation of his/her attitude which is caused by the experience of consumption (Jiu & Da, 2009). Hunt (1977) defined customer satisfaction as assessment of consumption experience at the minimum level of appropriateness which assumed to be (Ryu et al, 2010;Hanzaee & Rezaeyeh, 2013). thus: H3: With increasing in innovation of product, customer satisfaction will be increased.…”

“…Experts and researchers have always been trying to provide a complete conception of value. A comprehensive literature review has specified a concept that perceived value is what a consumers attain for what they give, or the consumer's evaluation of the advantage that provided by a product or services for him/her (Ryu et al, 2010;Hanzaee & Rezaeyeh, 2013).…”

Shopping Tourist Satisfaction: An Application of Hedonic and Utilitarian Values

“…The findings are inconsistent with those of previous research conducted in the hospitality and tourism industry. For instance, the results obtained by Ryu et al [54] identified utilitarian value as a stronger indicator of consumer satisfaction than hedonic value in the restaurant sector. The findings of Ha and Jang [53] support this result; they postulated that utilitarian value is a stronger indicator of consumer satisfaction than hedonic value in Korean restaurants in the United States.…”

“…This finding was also confirmed by a study conducted with Korean participants at casual fast food restaurants in Korea. Ryu, et al [54] reported that utilitarian value (i.e., convenience, accessibility, and reasonable price) significantly affected customer satisfaction and intention to revisit, compared with staff service, friendliness, and taste of food. In addition, Park [55] analyzed the differences in the relative effects of restaurant uniqueness and functional image on restaurant preference through the moderating effect of hedonic and utilitarian shopping motivations.…”

Inquiry about key dimensions of service qualities and guests satisfaction in restaurants

“…Kako bi zadržala potrošače i obezbedila njihovu lojalnost, preduzeća moraju biti fokusirana na isporuku superiorne vrednosti i postizanje visokog nivoa satisfakcije (Stanković & Djukić, 2011). U brojnim studijama potvrđena je pozitivna veza između zadovoljstva i lojalnosti potrošača (Han & Ryu, 2009;Kivela et al, 1999;Ryu et al, 2010). Međutim, ovu tvrdnju ne treba generalizovati, jer se javljaju situacije u kojima povećanje nivoa satisfakcije ne vodi ka lojalnosti.…”