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...

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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

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