Abstract
This study examined consumer value in three different restaurant segments: fast food, casual dining, and fine dining restaurants. Specifically, the study identified perceived importance and performance regarding consumer values using importance-performance analysis. In addition, the effects of the restaurant segments' performance of each consumer value on customer satisfaction and behavioral intentions were examined. This study adds to the present restaurant marketing literature by identifying customer's end goals for visiting each restaurant segment. The findings of the study present the current situation for each restaurant segment in terms of consumer value and offers effective marketing strategies to satisfy customers' desired values.
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