The purpose of this study was to understand the effect of customers' perceived value in Korean restaurant upon
customer satisfaction and behavioral intent and to empirically analyze whether the visiting frequency play a moderating role
in the causality between the customers' perceived value, customer satisfaction and behavioral intent. Based on total 578
foreigners residing in Korea obtained from the empirical research, this study reviewed reliability and fitness of research
model and verified total 3 hypotheses using Amos program. The hypothesized relationships in the model were tested
simultaneously by using a structural equation model. The proposed model provided an adequate fit to data, χ2
304.834(df=73); GFI .930; AFGI .899; NFI .951; IFI .962; CFI .962; RMR .074. SEM resulted that the customers'
perceived value(hedonic value=.568, utilitarian value=.217) showed a positive significant effect on customer satisfaction.
Also, customer satisfaction(.762) had a positive significant effect on behavioral intent. Limitations and future research
directions are also discussed.
key words : Hedonic value, Utilitarian value, Customer satisfaction, Behavioral intent, Korean restaurant, Foreigners