Modeling consumer satisfaction and word‐of‐mouth: restaurant patronage in Korea

TLDR

The study extends utilitarian and hedonic value concepts using the consumer value scale to explain outcomes of Korean restaurant service encounters. Korean restaurant patrons completed a structured questionnaire, and structural equation modeling tested how service value mediates environmental effects on satisfaction and future intentions. The consumer service value scale captures utilitarian and hedonic value, with functional and affective environmental factors shaping satisfaction and future patronage, and positive affect proving diagnostically important; managers should emphasize the physical environment to improve outcomes and relationships. The results should be extended to diverse cultures.

Abstract

Purpose The research seeks to extend the notions of utilitarian and hedonic value to account for outcomes of consumer service encounters. Design/methodology/approach The research question is examined using a sample of Korean restaurant consumers who used a structured questionnaire to evaluate their dining experience. Structural equations analysis is used to test various research hypotheses and examine the extent to which consumer service value mediates the effect of the environment on customer satisfaction and future intentions. Findings Key findings include the ability of the consumer service value scale to account for utilitarian and hedonic value, the role of functional and affective service environment components in shaping consumer satisfaction and future patronage intentions and the relative diagnosticity of positive affect. Research limitations/implications There is a need to extend the results to a diverse range of cultures. Practical implications Restaurant managers should place increased emphasis on the physical environment as it clearly plays a role in creating positive consumer outcomes and building strong customer relationships. Originality/value The use of the consumer value scale (CSV) – particularly in a novel service context.