This study was undertaken to understand the interrelationships among customer`s perceptions of service encounters, customer value, and behavioral intent in a family restaurant. Based on 331 samples obtained from empirical research, we reviewed the reliability and fitness of a research model and verified three hypotheses using a structural equation model. The results showed that physical environment (β = .418) and a customer interaction with the service provider (β = .265) had a significant effect on the customer`s hedonic value. Additionally, physical environment (β = .126) and customer interaction with service providers (β = .264) had a significant effect on customer utilitarian value. Customer`s hedonic (β = .538) and utilitarian value (β = .382) triggered by service encounters had a significant effect on their behavioral intent. Limitations and future research directions are discussed.