The research seeks to extend the notions of utilitarian and hedonic value to account for outcomes of consumer service encounters.
The research question is examined using a sample of Korean restaurant consumers who used a structured questionnaire to evaluate their dining experience. Structural equations analysis is used to test various research hypotheses and examine the extent to which consumer service value mediates the effect of the environment on customer satisfaction and future intentions.
Key findings include the ability of the consumer service value scale to account for utilitarian and hedonic value, the role of functional and affective service environment components in shaping consumer satisfaction and future patronage intentions and the relative diagnosticity of positive affect.
There is a need to extend the results to a diverse range of cultures.
Restaurant managers should place increased emphasis on the physical environment as it clearly plays a role in creating positive consumer outcomes and building strong customer relationships.
The use of the consumer value scale (CSV) – particularly in a novel service context.
