LAUSR

PurposeThe purpose of this study is to provide useful data for setting up eco-friendly restaurant (EFR) marketing strategies by analyzing experiential value and well-being perception, lovemarks and behavior intention, before presenting practical proposals.Design/methodology/approachThe data used in this study were based on a sample of 300 customers at “Seasonal Dining Table” in South Korea. Data were analyzed using confirmatory factor analysis and structural equation modeling.FindingsAs a result of the study, playfulness showed the greatest influence on well-being perception, followed by service excellent, aesthetics and efficiency. In addition, well-being perception was found to have a positive effect on brand love and brand respect. Finally, the role of experiential value, well-being perception and lovemarks as the determinants factors to increase the customer's behavioral intention toward EFR was confirmed.Practical implicationsThe present research informed that effectively dealing with four constituents of experiential value (efficiency, service excellence, aesthetic and playfulness) are of utmost importance in building customers' well-being perception. In addition, customers' well-being perception and lovemarks should be improved to boost the level of behavior intention for EFR.Originality/valueThis is the first study to examine experiential value, well-being perception, lovemarks and behavior intention in the context of restaurants. In particular, it is differentiated from previous foodservice studies by examining the relationship between experiential value and well-being perception.