The Mediating Effects of Perceived Value and Customer Satisfaction on Customer Loyalty in the Chinese Restaurant Setting

This study analyzes the mediating effects of perceived value and customer satisfaction between value‐related benefits (core, tangible, and intangible benefits) and customer loyalty. Using the Chinese restaurant diners' meal experiences as an illustration, the study proposes an integrated model of value‐related benefits, perceived value, customer satisfaction, and customer loyalty. Six hundred and ten Chinese restaurant diners were interviewed. The findings support the model and show that perceived value and customer satisfaction do exert mediating effects in the relationship between value‐related benefits and customer loyalty in the Chinese restaurant setting. Discussions on applications of the findings and implications for future studies are provided.