레스토랑 고객의 경험적 가치, 고객만족도 및 행동의도 간의 관계: 고객만족도의 매개효과 및 레스토랑 유형의 조절효과 중심으로

This research aims (1) to analyze the relationships among customer experiential value, satisfaction and behavioral intention, (2) to figure out the mediation effects of customer satisfaction, (3) to examine the moderating effect of the restaurant type on the relationship between restaurant customer experiential value and satisfaction. For this study, 377 customers were randomly selected from restaurants located in Seoul and Gyeonggi-do, and a questionnaire survey was conducted The results of this empirical study are as follows: First, five factors of customer experiential value have a significantly positive effect on satisfaction and behavioral intention. Second, customer satisfaction shows a partial mediating effect on the relationship between customer experiential value (service value, economic value, playfulness value) and behavioral intention. Lastly, it shows that restaurant type has moderation effect on the relationship between customer experiential value and satisfaction. An informative value factor is shown to have a notable influence on the customer satisfaction only in the fine dining restaurants, while an economical value is shown to have a stronger influence on the casual restaurants.