To identify the relationships among sea-food rest aurant service quality/ perceived value/satisfaction and behavioral intentions, this research establish es a study structure and formulates six hypothese s from the related literatures reviews. Structural equation models were used to validate the relatio nship based on the surveyed sample collected fro m the restaurants’ tourists. The findings indicate that overall sea-food restaurant service quality po sitively and significantly influences perceived val ue, and overall sea-food restaurant perceived valu e had a significant role in influencing satisfaction. Additionally, overall sea-food restaurant perceive d value and satisfaction are significant predictors of customer’s behavioral intentions. Customer sa tisfaction can act as a partial mediator in the rel ationship between overall sea-food restaurant serv ice quality, perceived value and behavioral intenti ons. However, restaurant’s service quality did not positively influence either the customer satisfacti on or the behavioral intentions. Furthermore, the constructs including responsiveness, assurance, an d reliability are the appropriate observations to m easure sea-food restaurant service quality which s ignificantly influences the perceived value. Theref ore, upgrading the responsiveness, assurance, and reliability on service quality in sea-food restaura nt is an effective way to increase the customers’ perceived value, satisfaction and behavioral inte ntions. This research results can be referenced by the restaurant owners/ operators in operational management.
Kang, Huan-Chen and Wang, Ying-Wei, "The Relationships among Sea-Food Restaurant Service Quality, Perceived Value, Customer Satisfaction and Behavioral Intentions Using Structural Equation Models: a Case of Pengh" (2009). ICEB 2009 Proceedings (Macau, SAR China). 79.