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

Song, Ja-Hyun (School of Hotel and Restaurant Administration, Oklahoma State University)
Kim, Hyun-Jung (Dept. of Hotel & Tourism, Daegu University)
Publication Information
Culinary science and hospitality research / v.21, no.5, 2015 , pp. 180-191 More about this Journal
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.
Keywords
hedonic value; utilitarian value; positive emotions; negative emotions; satisfaction;
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