Abstract
• 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.
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