Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast‐casual restaurant industry

Purpose The paper aims to examine the relationships among hedonic and utilitarian values, customer satisfaction and behavioral intentions in the fast‐casual restaurant industry. Design/methodology/approach The measures were developed based on a thorough review of the previous literature. Questionnaires were collected in classroom settings at a mid‐western university in the USA. Anderson and Gerbing's two‐step approach was employed to assess the measurement and structural models. Findings The findings indicate that hedonic and utilitarian values significantly influence customer satisfaction, and customer satisfaction has a significant influence on behavioral intentions. Utilitarian value shows a greater…