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Global leisure services industry is expected to be
worth $3.4 trillion by 2010. This makes assessing
consumers value perceptions an important tool for
marketers to adjust their services and meet
consumers needs and expectations. This study
investigates the application and relevance of
SERV-PERVAL scale as a measure of consumers
perceptions of service value in mid-scale
restaurants. The scale measures five dimensions of
perceived value perceived quality, monetary &
behavioural price emotional response and reputation.
Results can assist marketers with the decision
process of how best to influence value perceptions
and favourable behavioural intentions amongst target
markets. A conceptual framework, of the relationships
between perceived value, its antecedents &
consequences, was synthesised from literature.
University students were surveyed and the resulting
data analysed, using multiple regression analysis.
The first model suggests that consumers'' emotional
response is the best predictor of their overall
perceptions of value and the second model indicates
that consumers'' perceived value is a better predictor
of consumers'' favourable behavioural intentions than
satisfaction.
worth $3.4 trillion by 2010. This makes assessing
consumers value perceptions an important tool for
marketers to adjust their services and meet
consumers needs and expectations. This study
investigates the application and relevance of
SERV-PERVAL scale as a measure of consumers
perceptions of service value in mid-scale
restaurants. The scale measures five dimensions of
perceived value perceived quality, monetary &
behavioural price emotional response and reputation.
Results can assist marketers with the decision
process of how best to influence value perceptions
and favourable behavioural intentions amongst target
markets. A conceptual framework, of the relationships
between perceived value, its antecedents &
consequences, was synthesised from literature.
University students were surveyed and the resulting
data analysed, using multiple regression analysis.
The first model suggests that consumers'' emotional
response is the best predictor of their overall
perceptions of value and the second model indicates
that consumers'' perceived value is a better predictor
of consumers'' favourable behavioural intentions than
satisfaction.