The purpose of this study was to understand interrelationships among customers’ perceived values,
emotions and satisfaction in family restaurants. Questionnaires were collected from customers in family
restaurants in Seoul, the capital of Korea, in 2010. Based on total 472 restaurant patrons obtained from
the empirical research, this study reviewed reliability and fitness of research model and verified total 3
hypotheses using Amos program. The results showed that customers’ hedonic and utilitarian values among
their perceived value elements had a significant effect on customers’ emotions. In addition, whether these
emotions were positive or negative determined customer satisfaction. Moderating effects were related to
gender in the causal relationships between customers’ positive or negative emotions originating from the
service conditions of family restaurants. Consequently, based on these empirical analyses, it was verified
that, from the standpoint of managers, maintaining high-level service contact point factors and providing
them to customers would directly affect deriving visible outcomes such as customer satisfaction through
enhancing customers’ values and inducing favorable emotional reactions. In particular, by inducing finding
ways to induce the values perceived by customers at the service contact points of family restaurants and
customers’ emotional reactions, study presents manager-oriented study results necessary for overall
management and policy making.

key words : perceived values, emotions, customer satisfaction, gender, family restaurant, patrons