"M-PESA" mobile financial service has remained a dominate player in the Kenya financial service market. This study presents a conceptual research model that is grounded in means-end theory. It connects customer value hierarchy to customer attitudes and post-adoption outcomes behavior. It aims to...

Purpose This paper investigates the effect of perceived value (hedonic value, utilitarian value, and conditional value) on customers’ behavioral intentions toward dining at Chinese restaurants in Bangladesh. Moreover, this study examines the mediating effect of self-direction value and the...