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Value-driven customer share of visits

This study sought to verify the effect of perceived value on customer share of visits (CSOV) in a full-service restaurant context, using a dimension-level value approach and positing customer satisfaction and brand preference as mediators between them. The conceptual model of this study was tested based on responses from 288 general US full-service restaurant customers. This study found that among four value dimensions, excellence (in food and service) and customer return on investment had dominant effects on customer satisfaction and brand preference, whereas playfulness had a significant moderate effect only on brand preference; aesthetic appeals did not have significant effects on either. Affected by perceived value, customer satisfaction significantly enhanced brand preference and in turn brand preference contributed to CSOV and fully mediated the effect of customer satisfaction on CSOV. In essence, the findings highlight the significant antecedent role of perceived value in customers' satisfaction and brand preference formation and the pivotal role of customer brand preference in customers' purchase decision process.