The Effects of Customers' Perceived Value in the Korean Restaurant on Customer Satisfaction and Behavioral Intent : Focus on the foreigners residing in Korea

The purpose of this study was to understand the effect of customers' perceived value in Korean restaurant upon customer satisfaction and behavioral intent and to empirically analyze whether the visiting frequency play a moderating role in the causality between the customers' perceived value, customer satisfaction and behavioral intent. Based on total 578foreigners residing in Korea obtained from the empirical research, this study reviewed reliability and fitness of research model and verified total 3 hypotheses using Amos program. The hypothesized relationships in the model were tested simultaneously by using a structural equation model. The proposed model provided an adequate fit to data, χ2304.834(df=73); GFI .930; AFGI .899; NFI .951; IFI .962; CFI .962; RMR .074. SEM resulted that the customers'perceived value(hedonic value=.568, utilitarian value=.217) showed a positive significant effect on customer satisfaction. Also, customer satisfaction(.762) had a positive significant effect on behavioral intent. Limitations and future research directions are also discussed.