Innovativeness and customer value co-creation behaviors: Mediating role of customer engagement

• Published in: International journal of hospitality management Vol. 88; p. 102514
• Main Authors: Yen, Chang-Hua, Teng, Hsiu-Yu, Tzeng, Jiun-Chi
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 01.07.2020
• Subjects: Customer engagement; Customer value co-creation behaviors; Innovativeness; Customer value co-creation behaviors; Customer engagement; Innovativeness
• ISSN: 0278-4319; 1873-4693
• DOI: 10.1016/j.ijhm.2020.102514

•Innovativeness can enhance customer value co-creation behaviors.•Customer engagement can stimulate customer value co-creation behaviors.•Innovativeness influences customer co-creation behaviors through customer engagement.•The study contributes to existing knowledge by uncovering the mediator of customer engagement in the abovementioned relationship. Customer value co-creation behaviors play a crucial part in determining customer satisfaction. However, few restaurant literatures have examined how innovativeness influences customer value co-creation behaviors. This research examined the influence of innovativeness on customer value co-creation behaviors to clarify the mediating effect of customer engagement. Survey data from 501 customers demonstrated that innovativeness and customer engagement are positively related to customer value co-creation behaviors. Moreover, customer engagement mediates the association between innovativeness and customer value co-creation behaviors. This research extends current knowledge on customer co-creation and examines the associations among innovativeness, customer engagement, and customer value co-creation behaviors. Research implications suggest strategic directions for restaurant managers in terms of innovative practices and customer relationship management.