Abstract

This study’s objective was investigation of the effect of hedonic and utilitarian values on customer satisfaction and behavioural intentions in the fast-food restaurant industry. A questionnaire was used to gather data from the population. The measures were developed based on a thorough review of the previous literature. The research population was students who purchased from the university fast-food restaurant. Data were analyzed using the structural equation modeling techniques. The research findings indicate that hedonic and utilitarian values had a direct effect on customer satisfaction and hedonic value against utilitarian value did not have direct effect on behavioural intentions. In addition, customer satisfaction directly influenced behavioural intentions. Hedonic value shows a greater influence on customer satisfaction than does utilitarian value, and utilitarian value shows a greater influence on behavioural intentions than hedonic value.

Key words: Customer perceived value, customer satisfaction, behavioral intentions, hedonic and utilitarian values, structural equation modeling, fast-food restaurant.