Influence of perceived innovativeness, customer perceived values and attitude towards customer value co-creation behaviour in dessert cafés
Dessert cafés are becoming increasingly popular as people embrace the new trend of enjoying after-meal treats. Dessert café owners and managers have been searching for ways of gaining a competitive differentiation to thrive in the fierce competition brought on by rival local shops and well-establ...
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| Main Author: | |
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| Format: | Thesis |
| Language: | English |
| Published: |
2023
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| Subjects: | |
| Online Access: | http://psasir.upm.edu.my/id/eprint/113667/1/113667.pdf http://psasir.upm.edu.my/id/eprint/113667/ |
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| Summary: | Dessert cafés are becoming increasingly popular as people embrace the new
trend of enjoying after-meal treats. Dessert café owners and managers have
been searching for ways of gaining a competitive differentiation to thrive in the
fierce competition brought on by rival local shops and well-established
international dessert chains. The present study highlights customer perceived
innovativeness and its influence on customer perceived values, attitudes, and
value co-creation, which can lead to unique experiences that meet customer
needs and preferences and provide a competitive advantage. By understanding
the mechanism of the customer value co-creation process, dessert café
practitioners can gain insight into customer perceptions and encourage more
value co-creation activities. Building on the value-attitude-behaviour model,
service-dominant logic, and equity theory, the interrelationships of customer
perceived innovativeness, three-dimensional customer perceived value,
customer attitude, and customer value co-creation behaviour were investigated.
This study determined the contribution of first-order innovativeness dimensions,
namely menu, technology-based service, experiential, and promotional, to the
second-order customer perceived innovativeness construct. Moreover, the
mediating effects of perceived values and attitude on the relationship between
perceived innovativeness and value co-creation behaviour were examined. Selfadministered
questionnaires were distributed online to dessert café customers
who have visited and are familiar with one of Malaysia’s twelve dessert café
brands. A total of 378 valid responses were used for data analysis. By using the
partial least squares structural equation modeling (PLS-SEM) technique, the
findings revealed that menu innovativeness is the highest contributor to the
second-order customer perceived innovativeness, followed by experiential
innovativeness. The findings demonstrated that customer perceived
innovativeness was significantly related to perceived values, attitude, and value
co-creation behaviour. In addition, functional value acted as a complementary
mediator between perceived innovativeness and value co-creation behaviour.
Attitude complementarily mediated customer perceived innovativeness and
value co-creation behaviour, and fully mediated between emotional value and
value co-creation behaviour. Finally, emotional value and attitude worked as a
serial mediator between perceived innovativeness and value co-creation
behaviour. This study advanced theoretical knowledge on the significant role of
perceived innovativeness in increasing perceived values, inducing a positive
attitude, and eventually intensifying value co-creation behaviour. The findings
provide guidance to dessert café practitioners for improving their innovativeness,
emphasizing emotional value and attitude, which can enhance customers'
willingness to co-create value. |
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