| dc.description.abstract | Purpose – The purpose of this study is first to examine the relationship between
positive service encounter and hedonic value in dining experience; second is to uncover
the direct effect between positive service encounter and customer behaviors (willingness
to pay, word of mouth, and switching intentions); as well as the indirect effect via the
mediating role of hedonic value.
Methodology – Partial least square – structural equation modeling (PLS-SEM)
was utilized to test the proposed hypotheses by using the data of 251 customers. The
research’s population is customers who have experienced a positive service encounter in
casual restaurants within Ho Chi Minh City for the last 6 months
Findings – The findings firstly reveal strong support for the positive
relationship between positive service encounter and hedonic value. Secondly, the study
indicates that positive service encounter both has direct and indirect impact on positive
word of mouth. With regards to willingness to pay, positive service encounter only affects
willingness to pay indirectly via the mediator - hedonic value. Lastly, the current study
found that positive service encounter has no impact on switching intentions
Implications – The findings contribute significantly to the existing
understanding of the positive service encounters at casual dining restaurants, and how
customer behaviors are affected. By verifying the roles of hedonic value as a mediating
role, the research also extends theoretical advancement in the field. The outcomes of this
study can also assist restauranteurs in gaining a better knowledge of service encounters,
specifically how to create pleasant customer behaviors. | en_US |
