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Antecedents of Customer Experiences: An Investigation into Utilitarian and Hedonic Cues in Quick-Bite Restaurants

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Business Resilience and Digital Technology in the Post-Pandemic Era

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Abstract

Focusing on customer experiences is the latest strategy adopted by marketers to build competitive advantage. This study aims to determine the antecedents of such experiences and how people behave with each other in the quick-bite restaurants in Bangalore. It also analyses the correlations between such latent factors, and it features a model for constructing utilitarian cues and hedonic cues of customer experiences. This is a descriptive study, wherein the survey method collects primary data by administering structured Likert-scale tests to 144 respondents. The secondary data are utilised for conceptualising the model, and the primary data are analysed via principal component analysis (PCA) and confirmatory factor analysis (CFA) by using Statistical Package for Social Sciences (SPSS) and Microsoft Excel (MS Excel). The study links the cues and customer experience. Both the hedonic cues and the utilitarian cues are compared to determine how they affect customer experiences, specifically in quick-bite restaurants.

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Author information

Authors and Affiliations

  1. Department of Commerce, Kristu Jayanti College (Autonomous), Bangalore, India

    T. K. Sateesh Kumar, P. T. Retheesh & N. M. Vipulkumar

Authors
  1. T. K. Sateesh Kumar
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  2. P. T. Retheesh
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  3. N. M. Vipulkumar
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Editor information

Editors and Affiliations

  1. Department of Economics, Kristu Jayanti College, Bengaluru, India

    Jaheer Mukthar K. P.

  2. Universidad Senor de Sipan, Chiclayo, Peru

    Edwin Ramirez Asis

  3. Department of Commerce (PG), Kristu Jayanti College, Bengaluru, India

    Murugesan T. K.

  4. School of Management, Kristu Jayanti College, Bengaluru, India

    Justin Nelson Michael

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Sateesh Kumar, T.K., Retheesh, P.T., Vipulkumar, N.M. (2024). Antecedents of Customer Experiences: An Investigation into Utilitarian and Hedonic Cues in Quick-Bite Restaurants. In: K. P., J.M., Asis, E.R., T. K., M., Michael, J.N. (eds) Business Resilience and Digital Technology in the Post-Pandemic Era. Contributions to Environmental Sciences & Innovative Business Technology. Springer, Cham. https://doi.org/10.1007/978-3-031-48075-1_20

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