REVIEW OF CUSTOMER BEHAVIOUR IN FORMING PERCEIVED VALUE AT RESTAURANTS
Keywords:Customer perceived value,Customer citizenship behaviour,Customer satisfaction
With the increasing involvement of customers at restaurants, their behaviors have become an indispensable part in the formation of perceptions of value. To examine such a subtle and complicated process, this study applies a multi-layer/multi-dimension approach to examine how customer behavior predicts perceived value, which in turn leads to satisfaction. Particularly, customer behavior, assessed with a hierarchical framework, includes two dimensions: participation behavior (with four sub-dimensions: information seeking, information sharing, responsible behavior, personal interaction) and citizenship behavior (with four sub-dimensions: feedback, advocacy, helping, and tolerance). Customer perceived value consists of three dimensions: economic, individual, and relational values. Data collected from 514 respondents reflect those with a dining experience at restaurants. The results show that a customer’s perception of value gains a greater impact on citizenship behavior than participation behavior. The findings of the study contribute to the evolving knowledge of customer behavior and offer industry practitioners’ effective marketing strategies to maximize customer value.
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