Also it’s more convenient to save time and sometimes cheaper (Díaz-Méndez & Van Der Brock, 2017 Spence & Piqueras-Fiszman, 2014).Ĭasual dining is one of the types of full-services restaurants and usually delivers satisfying experiences, less intimidated than fine dining but higher than fast food also with affordable price (Cuca, 2019). The experience of dining relies on a variety of variables, such as dining character, social interactions during meals, autobiographical memories, food perceptions and the atmosphere. To sustain in the foodservice industry, restaurants need to achieve high customer satisfaction ratings in aspects such as quality of food and services, ambience and overall dining experience (Ryu, Lee, & Gon Kim, 2012). The market is expected to grow at a CAGR of 7.06% in the period of 2019-2024 (Research and Markets ltd., 2019). Indonesia foodservices offer services and several types of restaurant such as full-service restaurant, self-service restaurant, fast food, street stall, cafe and bar, and home delivery restaurant (Indonesia Food Service Market, 2020). Theįindings of this study propose for theoretical and managerial implementations. Significant impact with positive effect toward the Behavioral Intentions. Relationship toward the utilitarian value and customer satisfaction had Toward the hedonic value, customer satisfaction had a significant and positive Revealed that customer satisfaction had a significant and positive relationship The respondents were informed that they would beĪsked about their experience in casual dining restaurants in Jakarta. The data was collected from 150 millennials in Inspect the relationship between hedonic and utilitarian values on satisfactionĪnd behavior intention among casual-dining customers in Jakar ta. That matched with the millennial behavior and lifestyles. The restaurants gave them hedonic and utilitarian values Number of casual dining restaurants in Jakarta, delivered satisfyingĮxperiences and less intimidated than fine dining but higher than fast food The restaurants after family expenses and savings. The millennials allocate their income for eating at Third largest population country, Indonesia had millennials as their biggest Sungeun, K & Jungkeun, K 2016, ‘The influence of hedonic versus utilitarian consumption situations on the compromise effect’, Marketing Letters, vol. NordKeyboards 2017, Introducing Nord Stage 3 at Musikmesse 2017, 4 April, Viewed on May 4, 2017, <. LG Global 2017, LG SIGNATURE OLED TV W, a New Style of Life, 14 February, Viewed on May 4, 2017, <. KoganVideo 2012, Ruslan Kogan Keynote Introduction, 25 October, Viewed on May 4, 2017, <. Khan, U, Dhar, R & Wertenbroch, K 2004, ‘A Behavioural Decision Theoretic Perspective on Hedonic and Utilitarian Choice’, Instead, vol. This company shows that the characteristics of these products that would be substantial for utilitarian consumers – affordability, functionality and that the product meets the basic needs.Ĭasio Australia 2014, Casio CDP-230, 6 August, Viewed on May 4, 2017, <. This advertisement shows Kogan – a TV company that is known for their best value. They promote that Kogan TV’s have everything their competitors have, without the ‘high quality’ brand name. Utilitarian needs are bought without second guessing and have little emotional and sensory attachment. Utilitarian usually are products that add ease to your everyday e.g basic car, fridge, phone. On the other side you have utilitarian consumption which places more emphasis on the usefulness, practicality, functionality, and fulfillment of basic needs. Examples of Hedonic consumption in a lot of cases would be designer watches or luxurious cars, all of which exceed the basic need. The emotional pleasure received from products vary for all individuals. Hedonic consumption is products bought by a consumer that satisfies their emotional and sensory needs, after basic needs have been met (food, shelter or clothing). These two types of choices are called Hedonic consumption and Utilitarian consumption. How does an individual choose between a rich exclusive meal at a restaurant for dinner or a home cooked meal? Or, go on a holiday to Bora Bora to relax rather than stay home and using this time to get on top of your work.
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