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

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.