The Relation between Hedonic and Utilitarian Values on Satisfaction and Behavior Intention among Casual-Dining Restaurants Customers

As the third largest population country, Indonesia had millennials as their biggest spender than baby boomers. The millennials allocate their income for eating at the restaurants after family expenses and savings. Meanwhile, the increasing number of casual dining restaurants in Jakarta, delivered satisfying experiences and less intimidated than fine dining but higher than fast food with affordable price. The restaurants gave them hedonic and utilitarian values that matched with the millennial behavior and lifestyles. This study intends to inspect the relationship between hedonic and utilitarian values on satisfaction and behavior intention among casual-dining customers in Jakarta. The data was collected from 150 millennials in Jakarta through a web-based survey. The respondents were informed that they would be asked about their experience in casual dining restaurants in Jakarta. Result revealed that customer satisfaction had a significant and positive relationship toward the hedonic value, customer satisfaction had a significant and positive relationship toward the utilitarian value and customer satisfaction had significant impact with positive effect toward the Behavioral Intentions. The findings of this study propose for theoretical and managerial implementations.


Introduction
Indonesia foodservices offer services and several types of restaurant such as full-service restaurant, self-service restaurant, fast food, street stall, cafe and bar, tween the benefit and sacrifices or costs that customers paid and two types of customer perceived values are hedonic and utilitarian values (Ha & Jang, 2010;Ryu et al., 2010;Ryu et al., 2012). The perceived hedonic value of customers is more subjective than utilitarian and typically require entertainment, and playfulness also the entire experience of excitement, perceived freedom, acquired feelings such as social, cognitive, and emotional (Kazakevičiūtė & Banytė, 2013;Kim & Han, 2011). Hedonic value of restaurants are related to buying regularity, buying intentions also still significantly influences customers' satisfaction (Ha & Jang, 2010;Ryu et al., 2010).
If customers perceive high values from experiences with consumption, they like to show positive behavior intentions (Ha & Jang, 2010). Word-of-mouth is one of the strongest communication types in the service industry and has a positive and directly relate to customer satisfaction and behavior intentions (Ha & Jang, 2010;Han & Ryu, 2009;Kim et al., 2009;Ryu et al., 2010;Ryu et al., 2012;Ryu & Han, 2011). The intention to repatronize relates to the customer's emotional attachment, which reveals customer willingness to continue visiting also behavior intentions represent the probability of a customer to buy again and again (Atulkar & Kesari, 2017). The Theoretical Framework for the study is based on the past study (Ha & Jang, 2010;Ryu et al., 2010)

Literature Review
Restaurant Industry in Indonesia  (Indonesia Investments, 2018). Casual dining is one of the types of full-services restaurants and usually delivers satisfying experiences, less intimidated than fine dining but higher than fast food also with affordable price (Cuca, 2019).

Hedonic Value
Hedonic value relates to the information of enjoyment, satisfaction, and pleasure (Becker et al., 2019;Park & Nicolau, 2015;Yang et al., 2017). Perceived hedonic value of customers is more subjective than utilitarian and typically require entertainment, and playfulness also the entire experience of excitement, perceived freedom, acquired feelings such as social, cognitive, and emotional (Kazakevičiūtė & Banytė, 2013;Kim & Han, 2011). Hedonic value can be accomplished without purchasing a product or buying process (Kazakevičiūtė & Banytė, 2013;Kim & Han, 2011). Hedonic value represents the customers buying process that could have a beneficial impact on the willingness to recommend and higher loyalty (Kazakevičiūtė & Banytė, 2013). Meanwhile, Ha and Jang (2010) are also stated that restaurant customers have different dining out motivations, such as social life, enjoyment, flavorful, effectiveness, and economics and according to these motivations, diners also identify utilitarian value by evaluating food or service quality with the cash spent on food and facilities.
In addition, there is a relationship between customer feelings and hedonic value experienced during the buying process (Byun & Mann, 2011). Therefore in restaurants, customers can have a sense of excitement, pleasure, and an experience is more important than just an out to eat (Brown, 2018). Restaurants add importance to the attractiveness of creating experiences more enjoyable and unique (Kuang et al., 2012). Customers do not just eat at restaurants out of emotions and feelings only, but desire linked to certain activities in restaurants. For these more interactive and memorable experiences, the person experiences emotions from certain offers (Kuang et al., 2012). Hedonic value of restaurants is related to buying regularity and buying intentions (Ha & Jang, 2010;Ryu et al., 2010). Therefore the hypothesis will be: H1: Hedonic value significantly and positively influence on customer satisfaction Utilitarian Value Utilitarian value obtained by a customer based on task-related and reasonable, such as eating out is affordable than cooking at home (Brown, 2018;Dagevos & Ophem, 2013). Traditionally, utilitarian is functional, instrumental, and in natural cognitive mainly includes fulfilling the instrumental expectations that customers may have for the product or service and meaning to an end often equated with time, location and ownership requires rational intentions (Ryu et al., 2010).
According to Ha and Jang (2010) "Restaurant customers have different eat-

T. K. Kertasunjaya et al. Open Journal of Business and Management
ing-out motivations, such as social interaction, fun, taste, effectiveness, economics and based on these motivations, by comparing food or service quality with the cash spent on food and facilities, diners often perceive utilitarian value". Motives for utilitarian restaurant patronage are positively related to buying intentions (Brown, 2018;Ha & Jang, 2010;Kim, Jeon, & Hyun, 2012;Ryu et al., 2010).
Therefore the hypothesis will be: H2: Utilitarian value significantly and positively influence on customer satisfaction Satisfaction Perceptions that exceed the expectations of a customer resulting chances of satisfaction, affecting in a good perspective towards the product or service and influencing future positive behavior intentions (Ha & Jang, 2010). Customer experience has been used for measuring satisfaction, loyalty, and WOM (Yrjölä et al., 2019). The excellency of the product or the service that has been consumed is being compared to their perception with their expectations (Ha & Jang, 2010).
Dining satisfaction has affected post-dining behavior intentions and has a positive connection between customer satisfaction and mid-to-upscale restaurant behavior intentions (Ryu et al., 2012).
(2019) studies has recognized a number of characteristics in the restaurant context that affect the customer satisfaction and experience such as neat and helpful personnel, restaurant atmospheric, location, parking space availability, food presentation, food quality, variety of the menu, price and portion size. According to Kim et al. (2009), customer satisfaction in dining activity was positively associated with return intention and positive word-of-mouth. Satisfaction is more likely to be affected by hedonic aspects than utilitarian aspects, which as an important role in creating loyalty and behavior intentions (Atulkar & Kesari, 2017;Kuo et al., 2013;Thaichon & Quach, 2015). Therefore, the hypothesis will be: H3: Customer satisfaction significantly and positively influence on behavior intentions Behavior Intention Customers see high values from experiences with consumption. They tend to deliberate positive behavior intentions (Ha & Jang, 2010). Word-of-mouth is a form of strong communication types in the service industry and has explicitly related between customer satisfaction and behavior intentions such as repurchasing (Ha & Jang, 2010;Han & Ryu, 2009;Kim et al., 2009;Ryu et al., 2010;Ryu et al., 2012;Ryu & Han, 2011). Customers seek information and see word-of-mouth information more honest as the opinion of a third party based on their experiences during the information-seeking process (Ha & Jang, 2010).
The more emotional elements of a dining experience are appreciated by customers, the more they like the restaurant, they have more intention to fan out good word of mouth (Ha & Jang, 2010). Hospitality researchers found the reasons for hedonic restaurant patronage are strongly correlated with buying fre-  (Brown, 2018;Ha & Jang, 2010;Ryu et al., 2010). The intention to repatronize relates to the customer's emotional attachment, which reveals customer willingness to continue visiting also behavior intentions represent the probability of a customer to buy again and again (Atulkar& Kesari, 2017). Wang and Wu (2012) stated "customers usually buy and rebuy a product or service that can maximize their advantage" (Figure 1).

Sampling and Data Collection
Pilot test was conducted to 30 respondents who are in the range of age 20 -35 years old who lives in Jakarta to test reliability and validity. Table 1 shows the constructs of the result for reliability test of Cronbach's alpha revealed that the instrument had a reliability factor above 0.6 which is interpreted as acceptable into 5 categories such as students, employed, self employed, housewives, and unemployed. The monthly income (in Indonesian Rupiah) of respondents is divided into 5 categories such as less than 5 million, 5 -10 million, 10 -15 million, 15 -20 million, and more than 20 million. The education of respondents is divided into 4 categories such as High School, Diploma I -III, Undergraduate and Postgraduate and above. The marital status of respondents is divided into 3 categories such as single, married, and divorce or widowed. The respondents' amount of spend in one time dining is divided into 3 categories such as less than 250.000, 250.001 -500.000, and more than 500.000 in Indonesian Rupiah. The respondents' frequency of visit to casual dining restaurants is divided into 3 categories such as once a week, 2 -3 times a week, and more than 3 times a week.     The findings of this research showed that hedonic value and utilitarian value is affecting customer satisfaction and will lead to behavior intentions in casual dining restaurants among millennials. This research also found that millennials who live in Jakarta were spending IDR 250,001 to IDR 500,000 also has monthly income for 5 to 10 million rupiahs. The findings showed that millennials who value therefore further research is necessary to know which aspects of hedonic and utilitarian value in restaurants that are more attractive to millennials more.

Conclusion
The aim of this research is to understand behavior intentions and customer satisfaction toward casual dining restaurants among millennials. Based on the findings, this study found that hedonic value and utilitarian value affected customer satisfaction, which is the customer satisfaction positively affected behavior intentions of the customer. Millennials in Jakarta are willing to spend their 20% of income for eating at the casual dining restaurant to entertain themselves and fulfil their social needs also to satisfy their hunger through good food with affordable price with fun experience. Millennials in Jakarta are still interested in dining in casual dining restaurants to have hedonic and utilitarian values to satisfy themselves as it will automatically impact their behavior intentions to rebuy towards casual dining restaurants. This study could be a useful reference for further research and improvement to customer satisfaction in the restaurant business industry in Jakarta and may extend to do in another type of restaurant.
The study respondents were focused on millennials, the generation that is known as big spender than baby boomers. The millennials mostly spend their time on social media, which is sharing about their daily life, what they love and even what they eat, and their lifestyle was affected by trends at the moment. If the millennials found the casual dining restaurant satisfied their needs, the hedonic values of the millennials will likely make them capture and share it in their social media, and the utilitarian values will make them continue to visit the restaurants. Despite the hedonic and utilitarian values, the behavior intention of the satisfied millennials will be promoting casual dining restaurants to their family and friends. Business owners could use this research as based to make strategic plans for their business and restaurant managers could use this for this research to make a promotion, in order for other service sectors with new variables and concentrated findings.