A Review Of The Role Of Hedonic And Utilitarian Values On Customer’s Satisfaction And Behavioral Intentions (A case study; customers of Fasham restaurants)

This applied research has been carried out with a correlational, descriptive method. Also, the evaluation has been done using a questionnaire, appropriate tool, and according to the data-collecting method. Moreover, analyzing method existing in the background of the research is used. During two months, data were collected from the customers of Pedarsalar and Ferdows restaurants. Research findings have suggested a strong and meaningful positive relation between hedonic and utilitarian value, supporting the positive and meaningful impact of these factors on customer’s satisfaction and their further purchase. Likewise, the results have supported a strong and meaningful impact of the customer’s satisfaction on the further purchase. Although there wasn’t any difference between the intensity of effect of the hedonic value and utilitarian value, the effect of utilitarian value was more than hedonic value. The results were collected from the customers of only two restaurants. The scarcity of the selected restaurants and the fact that the study was carried out during winter were the limitations of the study. Seasonal limitation is due to the place of the restaurants and also climatic condition of the area in the winter and therefore the abnormality of the winter customers compared with the other seasons.According to the results of the study that showed an equal role for the two values, it is proposed that the hedonic value should be taken into account in restaurant and similar industries just like the utilitarian value.