Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
권호 표지

Understanding the Effects of Hedonic and Utilitarian Values on Consumption Emotions and Customer Satisfaction

쾌락적 가치와 실용적 가치가 소비감정과 고객만족에 미치는 영향에 관한 연구

  • Song, Ja-Hyun (School of Hotel and Restaurant Administration, Oklahoma State University) ;
  • Kim, Hyun-Jung (Dept. of Hotel & Tourism, Daegu University)
  • 송자현 (오클라호마 주립대학교 호텔외식학과) ;
  • 김현정 (대구대학교 호텔관광학과)
  • Received : 2015.09.11
  • Accepted : 2015.10.20
  • Published : 2015.10.31
Download PDF
⟨ Previous Next ⟩

Abstract

This study attempted to identify the relationships among perceived value (hedonic and utilitarian values), consumption emotions, and satisfaction. In addition, this study also tested the relationships of measurement items of these variables. The data were collected from American restaurant diners who have experienced any Asian restaurants within the last 30 days. A total of 435 responses was used for data analysis. Descriptive statistics, principal component analysis, reliability test, and regression analysis were utilized to analyze the data. The results found that hedonic value influenced positive emotions and satisfaction. Utilitarian value increased positive emotions and satisfaction while decreases negative emotions. In addition, positive emotions increased customer satisfaction; negative emotions decreased customer satisfaction. In the measurement level, traditional music, traditional aspects of food, and restaurant layout of hedonic value influenced positive emotions and interior design had an impact on customer satisfaction. On the other hand, food taste and healthy food option of utilitarian value influenced positive emotions and satisfaction; only food taste was negatively related to negative emotions. Managerial implications were provided.

본 연구의 목적은 지각된 가치(쾌락적 가치, 실용적 가치)가 소비감정과 고객만족에 미치는 영향을 살펴보고 나아가 각 개념들의 측정변수 사이에 내재한 관계를 파악하는데 있다. 연구 자료는 최근 한 달간 아시아 레스토랑을 방문한 경험이 있는 미국인들을 대상으로 수집하였으며, 총 435개의 자료를 가지고 기술통계분석, 요인분석, 신뢰도분석, 회귀분석을 실시하였다. 분석결과 쾌락적 가치와 실용적 가치 모두 긍정적 감정과 고객만족에 영향을 미치는 것으로 나타났으나, 실용적 가치만이 부정적 감정에 영향을 미치는 것으로 나타났다. 측정변수 간의 관계를 분석한 결과 쾌락적 가치인 전통음악, 전통음식, 레스토랑 배치가 긍정적 감정에 영향을 미쳤으며, 인테리어 디자인은 고객만족에 영향을 미치는 것으로 나타났다. 반면 실용적 가치인 음식의 맛과 건강한 음식종류는 긍정적 감정과 고객만족에 영향을 미쳤으며, 음식의 맛만이 부정적 감정에 영향을 미치는 것으로 밝혀졌다. 이에 대한 실무적 시시점을 결론에 제시하였다.

Keywords

References

  1. Babin BJ, Darden WR, Griffin M (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of Consumer Research 20(4): 644-656. https://doi.org/10.1086/209376
  2. Bagozzi RP, Gopinath M, Nyer PU (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science 27(2):184-206. https://doi.org/10.1177/0092070399272005
  3. Batra R, Ahtola OT (1990). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters 2(2):159-170. https://doi.org/10.1007/BF00436035
  4. Bonnefoy-Claudet L, Ghantous N (2013). Emotions' impact on tourists' satisfaction with ski resorts: The mediating role of perceived value. Journal of Travel & Tourism Marketing 30(6):624-637. https://doi.org/10.1080/10548408.2013.810999
  5. Chernev A (2004). Goal-attribute compatibility in consumer choice. Journal of Consumer Psychology 14(1):141-150. https://doi.org/10.1207/s15327663jcp1401&2_16
  6. Clemes MD, Gan C, Sriwongrat C (2013). Consumers' choice factors of an upscale ethnic restaurant. Journal of Food Products Marketing 19(5):413-438. https://doi.org/10.1080/10454446.2013.724364
  7. Cohen J, Cohen P (1983). Applied Multiple Regression/ Correlation for the Behavioral Sciences. Hillsdale, NJ: Erlbaum.
  8. Dalakas V (2006). The effect of cognitive appraisals on emotional responses during service encounters. Services Marketing Quarterly 27(1):23-41. https://doi.org/10.1300/J396v27n01_02
  9. Ha J, Jang S (2010). Perceived values, satisfaction, and behavioral intentions: The role of familiarity in Korean restaurants. International Journal of Hospitality Management 29(1):2-13. https://doi.org/10.1016/j.ijhm.2009.03.009
  10. Ha J, Jang S (2012). The effects of dining atmospherics on behavioral intentions through quality perception. Journal of Services Marketing 26(3):204-215. https://doi.org/10.1108/08876041211224004
  11. Jang S, Ha J, Park K (2012). Effects of ethnic authenticity: Investigating Korean restaurant customers in the US. International Journal of Hospitality Management 31(3):990-1003. https://doi.org/10.1016/j.ijhm.2011.12.003
  12. Jang S, Namkung Y (2009). Perceived quality, emotions, and behavioral intentions: Application of an extended Mehrabian-Russell model to restaurants. Journal of Business Research 62(4):451-460. https://doi.org/10.1016/j.jbusres.2008.01.038
  13. Kotler P (2000). Marketing Management: The Millennium Edition. Upper Saddle River, NJ: Prentice-Hall.
  14. Lazarus RS (1991). Cognition and motivation in emotion. American Psychologist 46(4):352. https://doi.org/10.1037/0003-066X.46.4.352
  15. Liu Y, Jang S (2009). Perceptions of Chinese restaurants in the US: What affects customer satisfaction and behavioral intentions? International Journal of Hospitality Management 28(3):338-348. https://doi.org/10.1016/j.ijhm.2008.10.008
  16. Mintel (2013). Ethnic restaurants - US - January 2013. London: Mintel Group.
  17. Oliver RL (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research 17(4):460-469. https://doi.org/10.2307/3150499
  18. Oliver RL (1993). Cognitive, affective, and attribute bases of the satisfaction response. Journal of Consumer Research 20(3):418-430. https://doi.org/10.1086/209358
  19. Oliver RL (2010). Satisfaction: A Behavioral Perspective on the Consumer (2nd ed.). NY: M. E. Sharpe.
  20. Richins ML (1997). Measuring emotions in the consumption experience. Journal of Consumer Research 24(2):127-146. https://doi.org/10.1086/209499
  21. Ryu K, Han H, Jang S (2010). Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast-casual restaurant industry. International Journal of Contemporary Hospitality Management 22(3):416-432. https://doi.org/10.1108/09596111011035981
  22. Ryu K, Lee HR, Kim WG (2012). The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. International Journal of Contemporary Hospitality Management 24(2):200-223. https://doi.org/10.1108/09596111211206141
  23. Sun B (2011). An integrative value-based consumer behavior model in the restaurant industry: Aspects of regulatory focus theory and cognitive appraisal theory. (3459958 Ph.D.):Oklahoma State University, Ann Arbor. ABI/INFORM Global database.
  24. Tam JL (2004). Customer satisfaction, service quality and perceived value: An integrative model. Journal of Marketing Management 20(7-8):897-917. https://doi.org/10.1362/0267257041838719
  25. Tian RG, Wang CH (2010). Cross-cultural satisfaction at a Chinese restaurant: The implications to China foodservice marketing. International Journal of China Marketing 1(1):60-72.
  26. US Census Bureau (2012). U.S. Census Bureau projections show a slower growing, older, more diverse nation a half century from now. Retrieved December 20, 2014, from https://www.census. gov/newsroom/releases/archives/population/ cb12-243.html
  27. Wakefield KL, Blodgett JG (1999). Customer response to intangible and tangible service factors. Psychology & Marketing 16(1):51-68. https://doi.org/10.1002/(SICI)1520-6793(199901)16:1<51::AID-MAR4>3.0.CO;2-0
  28. Westbrook RA (1987). Product/consumption-based affective responses and postpurchase processes. Journal of Marketing Research 24(3):258-270. https://doi.org/10.2307/3151636
  29. Westbrook RA, Oliver RL (1991). The dimensionality of consumption emotion patterns and consumer satisfaction. Journal of Consumer Research 18(1): 84-91. https://doi.org/10.1086/209243
  30. Yi S, Baumgartner H (2004). Coping with negative emotions in purchase-related situations. Journal of Consumer Psychology 14(3):303-317. https://doi.org/10.1207/s15327663jcp1403_11
  31. Zeithaml VA (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing 52 (3):2-22. https://doi.org/10.2307/1251446