The role of customer behavior in forming perceived value at restaurants: A multidimensional approach

• Published in: International journal of hospitality management 2020-05, Vol.87, p.102511, Article 102511
• Main Authors: Kim, Eojina, Tang, Liang (Rebecca)
• Format: Article
• Language: English
• Subjects: Customer behavior; Customer citizenship behavior; Customer participation behavior; Customer perceived value; Customer satisfaction
• ISSN: 0278-4319; 1873-4693
• DOI: 10.1016/j.ijhm.2020.102511

•A pioneer study to investigate customer behavior and CPV with a multi-layer-dimensional approach in an integrated model.•Identifies customer behavior, consists of CPB and CCB, as a key predictor of CPV.•The impact of CCB on CPV presents a larger effect compared to the impact of CPB on CPV.•Advocacy appears to have the most dominant impact on CPV followed by tolerance, feedback, and helping.•CPB, CCB, and CPV are important constituents of customer satisfaction. With the increasing involvement of customers at restaurants, their behaviors have become an indispensable part in 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 dining experience at restaurants. The results show that a customer’s perception of value gains greater impact from 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.