Purpose

The purpose of this study is to provide useful data for setting up eco-friendly restaurant (EFR) marketing strategies by analyzing experiential value and well-being perception, lovemarks and behavior intention, before presenting practical proposals.

Design/methodology/approach

The data used in this study were based on a sample of 300 customers at “Seasonal Dining Table” in South Korea. Data were analyzed using confirmatory factor analysis and structural equation modeling.

Findings

As a result of the study, playfulness showed the greatest influence on well-being perception, followed by service excellent, aesthetics and efficiency. In addition, well-being perception was found to have a positive effect on brand love and brand respect. Finally, the role of experiential value, well-being perception and lovemarks as the determinants factors to increase the customer's behavioral intention toward EFR was confirmed.

Practical implications

The present research informed that effectively dealing with four constituents of experiential value (efficiency, service excellence, aesthetic and playfulness) are of utmost importance in building customers' well-being perception. In addition, customers' well-being perception and lovemarks should be improved to boost the level of behavior intention for EFR.

Originality/value

This is the first study to examine experiential value, well-being perception, lovemarks and behavior intention in the context of restaurants. In particular, it is differentiated from previous foodservice studies by examining the relationship between experiential value and well-being perception.

中文翻译：

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在环保餐厅的背景下，通过体验价值形成幸福感和爱情印记

目的

本研究的目的是在提出实用建议之前，通过分析体验价值和幸福感、爱情标记和行为意图，为制定生态友好餐厅 (EFR) 营销策略提供有用的数据。

设计/方法/方法

本研究中使用的数据基于韩国“季节性餐桌”的 300 名顾客的样本。使用验证性因素分析和结构方程模型分析数据。

发现

研究结果显示，娱乐性对幸福感的影响最大，其次是优质服务、美学和效率。此外，发现幸福感对品牌喜爱和品牌尊重有积极影响。最后，确认了体验价值、幸福感和爱情标记作为增加客户对 EFR 的行为意图的决定因素的作用。

实际影响

目前的研究表明，有效处理体验价值的四个组成部分（效率、卓越服务、审美和趣味性）对于建立客户的幸福感至关重要。此外，还应提高客户的幸福感和爱情标记，以提高 EFR 的行为意向水平。

原创性/价值

这是第一项研究餐厅环境中的体验价值、幸福感、爱情标记和行为意图的研究。特别是，它通过检查体验价值和幸福感之间的关系与以前的餐饮服务研究区分开来。