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KMID : 1011620120280030285
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Korean Journal of Food and Cookey Science
2012 Volume.28 No. 3 p.285 ~ p.298
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The Effects of Service Encounters in a Family Restaurant on Customer Value and Behavioral Intent
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정효선:Jung Hyo-Sun
윤혜현:Yoon Hye-Hyun
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Abstract
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This study was undertaken to understand the interrelationships among customer’s perceptions of service encounters, customer value, and behavioral intent in a family restaurant. Based on 331 samples obtained from empirical research, we reviewed the reliability and fitness of a research model and verified three hypotheses using a structural equation model. The results showed that physical environment (β = .418) and a customer interaction with the service provider (β = .265) had a significant effect on the customer’s hedonic value. Additionally, physical environment (β = .126) and customer interaction with service providers (β = .264) had a significant effect on customer utilitarian value. Customer’s hedonic (β = .538) and utilitarian value (β = .382) triggered by service encounters had a significant effect on their behavioral intent. Limitations and future research directions are discussed.
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KEYWORD
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service encounter, customer value, behavioral intent, customer, family restaurant
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