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Effects of Service Conveniences on Perceived Value and Customer Voluntary Behavioral Intention in Family Restaurants  

Ahn, Jung-Suk (Dept. of Culinary Science and Food Service Management, Graduate School, Kyung Hee University)
Lee, So-Bum (Hospitality and Tourism Management, Graduate School, Kyung Hee University)
Publication Information
Culinary science and hospitality research / v.21, no.4, 2015 , pp. 155-174 More about this Journal
Abstract
This study attempts to investigate effects of service conveniences on perceived value and customer voluntary behavioral intention in family restaurants. We categorized service conveniences in five dimensions (i.e, decision, access, transaction, benefit, and post-benefit). We considered perceived value as having three parts, namely functional, emotional, and social. We also specified three segments of customer voluntary behavioral intention as participation, cooperation, and loyalty. The results showed that service conveniences such as transaction convenience, post-benefit convenience, and benefit convenience have an influence on functional value as a perceived value, but no effect from decision convenience and acceptability[this is a new variable to me]. In addition, access and benefit conveniences affect social value. When it comes to the effects of perceived value on customer voluntary behavioral intention, social value was found to affect participation and loyalty, while functional value appeared to influence cooperation.
Keywords
family restaurant; service convenience; perceived value; customer voluntary behavioral intention;
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