In the era of consistent global competition and customer sophistication, the need for relationship marketing in business environments is indisputable. Most businesses have recognized the need to build and maintain customer relationships to remain active and competitive. The main purpose of the current research is to examine the relationship between customer experience and perceived value as well as behavioral intentions. Therefore, 338 customers are surveyed from South Korean restaurants to achieve this study’s aim. All hypotheses in this study are tested using the structural equations modeling technique. The study’s results indicate that the customer experience significantly and positively affects customer perceived values. Also, the customer’s perceived values increase the behavioral intentions. This research provides scholars and managers in the hospitality industry with a better comprehension of customer experience, perceived values, and behavioral intentions.

Choi, J. H., Shin, J. K., Mollah, A., & Hwang, S. J. (2024). An Investigation of Customer Experience and Behavioral Intentions in the South Korean Restaurant Industry. Review of Integrative Business and Economics Research, 13(4), 653-670.