effects of services quality, perceived value and hedonic affection on behavioral intentions of the customers

this research offers a comprehensive model to investigate the relationships between services quality, hedonic affect, perceived value and behavioral intentions. the purpose of this study is to build a broader understanding of the determinants of customer satisfaction and behavioral intentions throughout the restaurant services by incorporating the perceptions of hedonic affect in service delivery and outlining why and how service quality is important in customer satisfaction and behavioral intentions. respondents are chosen from among the customers of 3 atawich chain restaurants in tehran by using stratified random sampling method. 390 questionnaires are used for data collection and analysis. structural equations modeling by using lisrel is performed to empirically test the relationships between the constructs of this study. the results represent that both services quality and hedonic affect are important predictors of customer satisfaction in iran. also, services quality and hedonic affect have a positive and significant effect on the value perceived. however, the relationship between perceived value and behavioral intentions is not significant. it suggests that restaurant managers should improve their services offerings to satisfy the customers too. finally, the research findings emphasize the significance of hedonic affect and positive emotions in creating perceived value and customer satisfaction.