Investigation of the effects of hedonic value and utilitarian value on customer satisfaction and behavioural intentions

Abstract

This study’s objective was investigation of the effect of hedonic and utilitarian values on customer satisfaction and behavioural intentions in the fast-food restaurant industry. A questionnaire was used to gather data from the population. The measures were developed based on a thorough review of the previous literature. The research population was students who purchased from the university fast-food restaurant. Data were analyzed using the structural equation modeling techniques. The research findings indicate that hedonic and utilitarian values had a direct effect on customer satisfaction and hedonic value against utilitarian value did not have direct effect on behavioural intentions. In addition, customer satisfaction directly influenced behavioural intentions. Hedonic value shows a greater influence on customer satisfaction than does utilitarian value, and utilitarian value shows a greater influence on behavioural intentions than hedonic value. Key words: Customer perceived value, customer satisfaction, behavioral intentions, hedonic and utilitarian values, structural equation modeling, fast-food restaurant.