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...
Main Author: | Abdulla Al-Towfiq Hasan |
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Format: | Article |
Language: | English |
Published: |
Emerald Publishing
2022-12-01
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Series: | South Asian Journal of Marketing |
Subjects: | |
Online Access: | https://www.emerald.com/insight/content/doi/10.1108/SAJM-12-2021-0140/full/pdf |
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