Abstract
ABSTRACT This study examines the effects of ambient conditions, food hygiene, standardization, and customer satisfaction on customer innovative service acceptance. The quantitative study draws upon data from 750 valid questionnaires completed by restaurant customers. The researchers applied partial least square-structural equation modeling (PLS-SEM) using Smart PLS 4 to analyze the research model. A two-step method was followed to assess measurements and structural models. The salient PLS-SEM findings showed that ambient conditions, standardization, and food hygiene significantly affect customer satisfaction. Besides, the findings also acknowledged that customer satisfaction was mediating and significantly affected innovative service acceptance. This study has made a significant theoretical contribution to the innovative service literature by examining its antecedents in a single model and exploring the mediating role of customer satisfaction. The study’s findings indicate that restaurant managers should be concerned with innovative service and customer acceptance. The possession of innovative service expertise enables restaurants to offer distinctive and unforgettable experiences to their customers.
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