The effect of hedonic and utilitarian values on satisfaction and behavioural intentions for dining in fast-casual restaurants in Iran

Abstract

Purpose

This study seeks to examine the influence of hedonic and utilitarian values on customers' satisfaction and behavioural intentions for dining out in the context of fast-casual restaurants in Iran.

Design/methodology/approach

A total of 379 surveys were collected (342 deemed usable) from respondents who had experienced dining out in a fast-casual restaurant at least once within one month prior to the survey collection time. A research model was tested using structural equation modelling (SEM) to examine the research hypotheses.

Findings

Results of the study revealed that both hedonic and utilitarian values significantly influenced satisfaction and behavioural intentions. Besides, satisfaction was also found to have a significant positive influence on behavioural intentions. The study also showed that utilitarian value has a more powerful influence on the behavioural intention of customers in the context of fast food restaurants.

Research limitations/implications

The main limitation of this study pertains to the sample which is collected from a limited section of the society with high level of education. This study helps to expand the body of literature on the behaviour of young customers in developing countries. Besides, the current study has also contributed to theory by examining the usefulness of two distinct structures of consumer service values, namely hedonic and utilitarian.

Practical implications

This study expands the understanding of owners/managers in the food and hospitality industry about the influence of distinct value types on customers' satisfaction and behavioural intentions.

Originality/value

This study examined two distinct structures of consumer service values on the behavioural intentions of customers from a developing country. Since the structure of the fast food industry is different from most other countries, in that none of the giant fast food chain restaurants operate in Iran, the results of this study can provide invaluable insights from a different perspective.

Citation

Nejati, M. and Parakhodi Moghaddam, P. (2013), "The effect of hedonic and utilitarian values on satisfaction and behavioural intentions for dining in fast-casual restaurants in Iran", British Food Journal, Vol. 115 No. 11, pp. 1583-1596. https://doi.org/10.1108/BFJ-10-2011-0257