Perceived value and behavioral intentions toward dining at Chinese restaurants in Bangladesh: the role of self-direction value and price fairness

Perceived value and behavioral intentions toward dining at Chinese restaurants in Bangladesh: the role of self-direction value and price fairness

Purpose – This paper investigates the effect of perceived value (hedonic value, utilitarian value, and conditional value) on customers’ behavioral intentions toward dining at Chinese restaurants in Bangladesh.  Moreover, this study examines the mediating effect of self-direction value and the modera...

Full description

Bibliographic Details
Main Author: Abdulla Al-Towfiq Hasan
Format: Article
Language:English
Published: Emerald Publishing 2022-12-01
Series:South Asian Journal of Marketing
Subjects:
Perceived value
Self-direction value
Price fairness
Behavioral intentions
Chinese restaurants
Bangladesh
Online Access:https://www.emerald.com/insight/content/doi/10.1108/SAJM-12-2021-0140/full/pdf

Internet

https://www.emerald.com/insight/content/doi/10.1108/SAJM-12-2021-0140/full/pdf

Similar Items