Understanding hedonic and utilitarian routes to loyalty through satisfaction and delight: evidence from the fine-dining industry in India

Abstract

ABSTRACT This study examines perceived value as an alternative antecedent of customer delight in the fine-dining industry. Specifically, a conceptual model is developed by bifurcating the means-end loyalty chain that depicts the hedonic and utilitarian routes to loyalty. This model encompasses the differential effect of the hedonic and utilitarian dimensions of perceived value conceptualized by Holbrook relative to customer satisfaction and customer delight and ultimately influences customer loyalty dimensions. Regression analysis suggests perceived hedonic value dimensions are more significant determinants of customer delight than utilitarian value dimensions. The findings will serve as the basis for the restaurants to develop and implement successful consumer relationship marketing strategies.