The Effects of Hedonic and Utilitarian Values on Consumer Intention to Return to Ethnic Restaurants

Nadia Hanin Nazlan; Artinah Zainal; Ahmad Nizan Zali

doi:10.47405/mjssh.v7i11.1919

Nadia Hanin Nazlan Faculty of Hotel & Tourism Management, Universiti Teknologi MARA Cawangan Selangor. Kampus Puncak Alam Bandar Puncak Alam, 42300 Puncak Alam, Selangor, Malaysia.
Artinah Zainal Faculty of Hotel & Tourism Management, Universiti Teknologi MARA Cawangan Selangor, Kampus Puncak Alam Bandar Puncak Alam, 42300 Puncak Alam, Selangor, Malaysia.
Ahmad Nizan Zali Faculty of Hotel & Tourism Management, Universiti Teknologi MARA Cawangan Selangor, Kampus Puncak Alam Bandar Puncak Alam, 42300 Puncak Alam, Selangor, Malaysia.

DOI: https://doi.org/10.47405/mjssh.v7i11.1919

Keywords: ethnic restaurants, hedonic values, utilitarian values, revisit intention

Abstract

Ethnic restaurants play a crucial role in introducing non-ethnic clients to ethnic foods. Understanding the physical and psychological aspects that influence customer satisfaction and revisiting intention would benefit restaurateurs and contribute to the promotion of a nation's culinary history. This study examines the relationship between dining atmospherics, hedonic and utilitarian values on customer satisfaction and revisits intention in the ethnic fine dining restaurant context. 215 respondents were surveyed at 15 ethnic fine-dining establishments in Kuala Lumpur. The analysis found that restaurant ambiance and hedonic values are substantial predictors of customer satisfaction and propensity to return. Surprisingly, this is not true of utilitarian values. This paper presents implications, limitations, and suggestions for future research.

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