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In search of a reciprocal relationship in dessert cafés: linking customer perceived innovativeness to value co-creation behavior

This study examined a conceptual model encompassing perceived innovativeness, perceived values, attitude, and customer value co-creation behavior in the context of dessert cafés. An online survey was conducted with customers of dessert café chains based in Malaysia. The results indicated that menu i...

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Main Authors: Ling, Esther Sii Wei, Chua, Bee-Lia, Han, Heesup
Format: Article
Language:English
Published: Nature 2023
Online Access:http://psasir.upm.edu.my/id/eprint/108764/1/108764.pdf
http://psasir.upm.edu.my/id/eprint/108764/
https://www.nature.com/articles/s41599-023-02353-y
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spelling my.upm.eprints.1087642024-10-11T08:58:42Z http://psasir.upm.edu.my/id/eprint/108764/ In search of a reciprocal relationship in dessert cafés: linking customer perceived innovativeness to value co-creation behavior Ling, Esther Sii Wei Chua, Bee-Lia Han, Heesup This study examined a conceptual model encompassing perceived innovativeness, perceived values, attitude, and customer value co-creation behavior in the context of dessert cafés. An online survey was conducted with customers of dessert café chains based in Malaysia. The results indicated that menu innovativeness had the highest contribution to perceived innovativeness, followed by experiential innovativeness. The study found that perceived innovativeness improved the value of money, evoked positive emotions, and enhanced social image. In highly innovative dessert cafés, positive emotions led to a positive attitude and, in turn, increased willingness to co-create value. This study provides valuable insights for dessert café businesses by emphasizing the need to foster innovation and create emotionally satisfying experiences to enhance customer engagement in co-creation activities. Nature 2023-12-01 Article PeerReviewed text en cc_by_4 http://psasir.upm.edu.my/id/eprint/108764/1/108764.pdf Ling, Esther Sii Wei and Chua, Bee-Lia and Han, Heesup (2023) In search of a reciprocal relationship in dessert cafés: linking customer perceived innovativeness to value co-creation behavior. Humanities & Social Sciences Communications, 10 (1). art. no. 897. pp. 1-13. ISSN 2662-9992 https://www.nature.com/articles/s41599-023-02353-y 10.1057/s41599-023-02353-y
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
description This study examined a conceptual model encompassing perceived innovativeness, perceived values, attitude, and customer value co-creation behavior in the context of dessert cafés. An online survey was conducted with customers of dessert café chains based in Malaysia. The results indicated that menu innovativeness had the highest contribution to perceived innovativeness, followed by experiential innovativeness. The study found that perceived innovativeness improved the value of money, evoked positive emotions, and enhanced social image. In highly innovative dessert cafés, positive emotions led to a positive attitude and, in turn, increased willingness to co-create value. This study provides valuable insights for dessert café businesses by emphasizing the need to foster innovation and create emotionally satisfying experiences to enhance customer engagement in co-creation activities.
format Article
author Ling, Esther Sii Wei
Chua, Bee-Lia
Han, Heesup
spellingShingle Ling, Esther Sii Wei
Chua, Bee-Lia
Han, Heesup
In search of a reciprocal relationship in dessert cafés: linking customer perceived innovativeness to value co-creation behavior
author_facet Ling, Esther Sii Wei
Chua, Bee-Lia
Han, Heesup
author_sort Ling, Esther Sii Wei
title In search of a reciprocal relationship in dessert cafés: linking customer perceived innovativeness to value co-creation behavior
title_short In search of a reciprocal relationship in dessert cafés: linking customer perceived innovativeness to value co-creation behavior
title_full In search of a reciprocal relationship in dessert cafés: linking customer perceived innovativeness to value co-creation behavior
title_fullStr In search of a reciprocal relationship in dessert cafés: linking customer perceived innovativeness to value co-creation behavior
title_full_unstemmed In search of a reciprocal relationship in dessert cafés: linking customer perceived innovativeness to value co-creation behavior
title_sort in search of a reciprocal relationship in dessert cafés: linking customer perceived innovativeness to value co-creation behavior
publisher Nature
publishDate 2023
url http://psasir.upm.edu.my/id/eprint/108764/1/108764.pdf
http://psasir.upm.edu.my/id/eprint/108764/
https://www.nature.com/articles/s41599-023-02353-y
_version_ 1814054667268653056
score 13.211869

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