Abstract
This study was undertaken to understand the interrelationships among customer's perceptions of service encounters, customer value, and behavioral intent in a family restaurant. Based on 331 samples obtained from empirical research, we reviewed the reliability and fitness of a research model and verified three hypotheses using a structural equation model. The results showed that physical environment (<TEX>${\beta}$</TEX> = .418) and a customer interaction with the service provider (<TEX>${\beta}$</TEX> = .265) had a significant effect on the customer's hedonic value. Additionally, physical environment (<TEX>${\beta}$</TEX> = .126) and customer interaction with service providers (<TEX>${\beta}$</TEX> = .264) had a significant effect on customer utilitarian value. Customer's hedonic (<TEX>${\beta}$</TEX> = .538) and utilitarian value (<TEX>${\beta}$</TEX> = .382) triggered by service encounters had a significant effect on their behavioral intent. Limitations and future research directions are discussed.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
