Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast‐casual restaurant industry

TLDR

Fast‑casual restaurants rely on a two‑dimensional consumer value framework that distinguishes hedonic and utilitarian motivations. The study investigates how hedonic and utilitarian values influence customer satisfaction and behavioral intentions in the fast‑casual restaurant industry, a first in this field. Survey measures were developed from prior literature, administered to university students, and evaluated using Anderson and Gerbing’s two‑step approach to assess measurement and structural models. Hedonic and utilitarian values significantly drive customer satisfaction, which in turn significantly affects behavioral intentions; utilitarian value exerts a stronger influence than hedonic value, and satisfaction partially mediates the relationship between values and intentions.

Abstract

Purpose The paper aims to examine the relationships among hedonic and utilitarian values, customer satisfaction and behavioral intentions in the fast‐casual restaurant industry. Design/methodology/approach The measures were developed based on a thorough review of the previous literature. Questionnaires were collected in classroom settings at a mid‐western university in the USA. Anderson and Gerbing's two‐step approach was employed to assess the measurement and structural models. Findings The findings indicate that hedonic and utilitarian values significantly influence customer satisfaction, and customer satisfaction has a significant influence on behavioral intentions. Utilitarian value shows a greater influence on both customer satisfaction and behavioral intention than does hedonic value. This study also reveals that customer satisfaction acts as a partial mediator in the link between hedonic/utilitarian value and behavioral intentions. Research limitations/implications Study findings will greatly help hospitality researchers and practitioners understand the roles of hedonic and utilitarian values in customer satisfaction and behavioral intentions in the fast‐casual restaurant industry. Originality/value The paper is the first to explore the relationships among hedonic and utilitarian values and their effect on customer satisfaction and behavioral intentions in the fast‐casual restaurant industry using Babin et al. 's two‐dimensional measure of consumer value.