Design-Driven Innovation Role in Customers’ Behavioral Intention Towards Businesses: A Perspective from the Foodservice Industry in Bahrain

Abstract

The primary purpose of this paper is to explore the relationship between design-driven innovation (DDI) combining interior design (ID), brand design (BD), packaging design (PD), and marketing content design (MCD) on customers’ behavioral intention (CBI) toward restaurants within the food-service industry in the Kingdom of Bahrain. This paper uses a quantitative method using a structured questionnaire targeting restaurant customers in Bahrain. Four hundred respondents participated in the survey. The results revealed a strong positive and significant relationship between DDI and CBI; when design tools drive innovation, the CBI will increase by 101.7%. It is also evident that ID increases CBI by 57.2%, followed by PD with a percentage of 54.2%, BD with a percentage of 52.3%, and MCD by 50%.