Influence of List of Values on Customer Needs, Satisfaction, and Return Intention in Ethnic Restaurants

This study aimed to investigate the relationship between list of values, customer needs, satisfaction, and return intention in ethnic restaurants. Using a questionnaire, data were collected from customers who had the experience of dining in Japanese restaurants in Thailand and Thai restaurants in Japan. Factor analysis and structural equation modeling were utilized. The results revealed that Thai participants rated every value equally, while Japanese participants assigned higher scores to enjoyment-related values. The correlation showed that these values were linked to particular needs. Additionally, social and symbolic needs were found to be the determinants of satisfaction and return intention for Thai participants, whereas social and experiential needs were the influential factors for Japanese participants. The test of the mediating effect indicated that satisfaction served as a mediator in the needs-return intention relationship.