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http://dx.doi.org/10.9724/kfcs.2012.28.3.285

The Effects of Service Encounters in a Family Restaurant on Customer Value and Behavioral Intent  

Jung, Hyo-Sun (Dept. Culinary Service Management, Kyung Hee University)
Yoon, Hye-Hyun (Dept. Culinary Service Management, Kyung Hee University)
Publication Information
Korean journal of food and cookery science / v.28, no.3, 2012 , pp. 285-298 More about this Journal
Abstract
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 (${\beta}$ = .418) and a customer interaction with the service provider (${\beta}$ = .265) had a significant effect on the customer's hedonic value. Additionally, physical environment (${\beta}$ = .126) and customer interaction with service providers (${\beta}$ = .264) had a significant effect on customer utilitarian value. Customer's hedonic (${\beta}$ = .538) and utilitarian value (${\beta}$ = .382) triggered by service encounters had a significant effect on their behavioral intent. Limitations and future research directions are discussed.
Keywords
service encounter; customer value; behavioral intent; customer; family restaurant;
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