TITLE:
The Relation between Hedonic and Utilitarian Values on Satisfaction and Behavior Intention among Casual-Dining Restaurants Customers
AUTHORS:
Tammy Kathlia Kertasunjaya, Tanya Diza Mediasari, Peri Akbar Manaf
KEYWORDS:
Hedonic, Utilitarian, Satisfaction, Behavior Intention, Casual Dining
JOURNAL NAME:
Open Journal of Business and Management,
Vol.8 No.6,
November
17,
2020
ABSTRACT: As the
third largest population country, Indonesia had millennials as their biggest
spender than baby boomers. The millennials allocate their income for eating at
the restaurants after family expenses and savings. Meanwhile, the increasing
number of casual dining restaurants in Jakarta, delivered satisfying
experiences and less intimidated than fine dining but higher than fast food
with affordable price. The restaurants gave them hedonic and utilitarian values
that matched with the millennial behavior and lifestyles. This study intends to
inspect the relationship between hedonic and utilitarian values on satisfaction
and behavior intention among casual-dining customers in Jakarta. The data was collected from 150 millennials in
Jakarta through a web-based survey. The respondents were informed that they would be
asked about their experience in casual dining restaurants in Jakarta. Result
revealed that customer satisfaction had a significant and positive relationship
toward the hedonic value, customer satisfaction had a significant and positive
relationship toward the utilitarian value and customer satisfaction had
significant impact with positive effect toward the Behavioral Intentions. The
findings of this study propose for theoretical and managerial implementations.