The purpose of this study is to understand the effect of customers’ purchase decision involvement on the customer
satisfaction and behavioral intent in family restaurants, and explain the moderating effects according to customer
value (hedonic vs. utilitarian). The study involved 363 Korean customers, this study reviewed reliability and fitness
of research model and verified total 4 hypotheses with Amos program. The results showed a positive relationship
between customers’ purchase decision involvement and customer satisfaction. Participants who reported a high level
of purchase decision involvement were more likely to be visits for the family restaurants. Also, customer satisfaction
was positively associated with customers’ behavioral intent. And, customer satisfaction appears to play a mediating
role between customers’ purchase decision involvement and behavioral intent. In addition, the results showed that the
effects of customers’ purchase decision involvement on customer satisfaction was significantly stronger in the
utilitarian value - seeking group, and the effects of customers’ purchase decision involvement on behavioral intent
was significantly stronger in the hedonic value - seeking group. Limitations and future research directions are also
discussed.
Key Words: purchase decision involvement, customer satisfaction, behavioral intent, customer value, foodservice
industry