Perceived values,satisfaction, and behavioral intentions: The role of familiarity in Korean restaurants |
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Authors: | Jooyeon Ha SooCheong Jang |
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Affiliation: | Department of Hospitality and Tourism Management, Purdue University, West Lafayette, 700 W State Street, IN 47907-0327, United States |
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Abstract: | This study examined American customers’ perceptions of values regarding dining experiences in Korean restaurants in the United States. Specifically, the effects of hedonic and utilitarian values on customer satisfaction and behavioral intentions were investigated. This study also examined the moderating effect of familiarity with Korean restaurants on the relationships among perceived values, satisfaction, and behavioral intentions. Overall, the results indicated that American customers valued the utilitarian aspects of Korean restaurants more than the hedonic aspects. Additionally, utilitarian aspects had a stronger impact on customer satisfaction and behavioral intentions than hedonic aspects. However, when considering customers’ familiarity level with the restaurants, hedonic aspects more effectively induced positive behavioral intentions in the low familiarity group, proving that familiarity has a moderating role. Conversely, utilitarian aspects appeared to be more influential in terms of the behavioral intentions of the high familiarity group. Theoretical and practical implications are also discussed. |
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Keywords: | Korean restaurants Hedonic and utilitarian values Satisfaction Behavioral intention Familiarity Moderating effect |
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