Abstract
As the third largest population country, Indonesia had millennials as their biggest spender than baby boomers. The millennials allocate their income for eating at the restaurants after family expenses and savings. Meanwhile, the increasing number of casual dining restaurants in Jakarta, delivered satisfying experiences and less intimidated than fine dining but higher than fast food with affordable price. The restaurants gave them hedonic and utilitarian values that matched with the millennial behavior and lifestyles. This study intends to inspect the relationship between hedonic and utilitarian values on satisfaction and behavior intention among casual-dining customers in Jakarta. The data was collected from 150 millennials in Jakarta through a web-based survey. The respondents were informed that they would be asked about their experience in casual dining restaurants in Jakarta. Result revealed that customer satisfaction had a significant and positive relationship toward the hedonic value, customer satisfaction had a significant and positive relationship toward the utilitarian value and customer satisfaction had significant impact with positive effect toward the Behavioral Intentions. The findings of this study propose for theoretical and managerial implementations.
Highlights
This study found that hedonic value and utilitarian value affected customer satisfaction, which is the customer satisfaction positively affected behavior intentions of the customer
Millennials in Jakarta are willing to spend their 20% of income for eating at the casual dining restaurant to entertain themselves and fulfil their social needs to satisfy their hunger through good food with affordable price with fun experience
Millennials in Jakarta are still interested in dining in casual dining restaurants to have hedonic and utilitarian values to satisfy themselves as it will automatically impact their behavior intentions to rebuy towards casual dining restaurants
Summary
To sustain in the foodservice industry, restaurants need to achieve high customer satisfaction ratings in aspects such as quality of food and services, ambience and overall dining experience (Ryu, Lee, & Gon Kim, 2012). Casual dining is one of the types of full-services restaurants and usually delivers satisfying experiences, less intimidated than fine dining but higher than fast food with affordable price (Cuca, 2019). To earn profits in a competitive market, business must strengthen the satisfaction of customers by understanding the customer spending habits and consumption (Hsiao et al, 2016)
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