The relationship between Hedonic value and utilitarian value with behavioral intentions and customers satisfaction in Gorgan fast foods
DOI:
https://doi.org/10.24200/jmas.vol3iss01pp77-81Abstract
This study examines the relationship between delightful and useful values with behavioral ideas and customers satisfaction in Grogan fast foods. Methodology: The research method is discretional, scaling – correlation. The volume of the statistical universe in this research includes all customers in Gorgan fast foods. The statistical sample of study consist of 384 persons which are selected by kerjesi and Morgan table and the sampling method was simply coincidental. Using standard questionnaires were gathered the data research by library and field method. Results: According to Kronbach method are confirmed stability of questionnaires and the contextual method by the fluency of tools. Also, foe analysis data was utilized structural equations model method by Lisler software. Conclusion: The results of a survey show that among all variables, there is a meaningful relation between delightful and useful values with behavioral ideas and customer satisfaction in Gorgan fast foods.References
Babin BJ, Darden WR, Griffin M 1994. Work and/or fun: Measuring hedonic and utilitarian hopping value. J Consum. Res. 20:644 -656.
Chiu, C. M., Wang, E. T., Fang, Y. H., & Huang, H. Y. 2014. Understanding customers' repeat purchase intentions in B2C e‐commerce: the roles of utilitarian value, hedonic value and perceived risk. Information Systems Journal, 241, 85-114.
Feresin, C., Močinić, S., & Tatković, N. 2015. MANAGING A PRIMARY SCHOOL CLASS: AN EMPIRICAL STUDY. Humanities & Social Sciences Reviews, 1(1), 01-09.
Fishbein M, Ajzen 1975. Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
Getty JM, Thompson KN 1994. The relationship between quality, satisfaction, and recommending behavior in lodging decision. J. Hosp. Leis. Market. 23:3-22.
Grönroos C 1997. Value-driven relational marketing: from products to resources and competencies.
Hanzaee, K. H., & Rezaeyeh, S. P. 2013. Investigation of the effects of hedonic value and utilitarian value on customer satisfaction and behavioural intentions. African Journal of Business Management, 711, 818-825.
Jones, M. A., Reynolds, K. E., & Arnold, M. J. 2006. Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes. Journal of business research, 599, 974-981.
Ladhari R 2009. Service quality, emotional satisfaction, and behavioural Intentions. A study in the hotel industry. Manag. Serv. Qual. 193:308-331.
Overby, J. W., & Lee, E. J. 2006. The effects of utilitarian and hedonic online shopping value on consumer preference and intentions. Journal of Business research, 59(10-11), 1160-1166.
Park C 2004. Efficient or enjoyable? Consumer values of eating-out and fast food restaurant consumption in Korea. Int. J. Hosp. Manag., 23:87-94.
Ryu, K., Han, H., & Jang, S. 2010. Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast-casual restaurant industry. International Journal of Contemporary Hospitality Management, 223, 416-432
