Innovativeness, customer engagement, and customer value co-creation behaviors

• Main Authors: Jiun-Chi Tzeng, 曾俊奇
• Other Authors: Jui-Chang Cheng
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/qz4m44

碩士 === 國立臺中科技大學 === 財務金融研究所碩士班 === 107 === Customer value co-creation behaviors play a critical role in determining customer satisfaction. However, few hospitality studies have examined how innovativeness affects customer value co-creation behaviors. This study examined the effect of innovativeness on customer value co-creation behaviors to clarify the mediating role of customer engagement. Survey data from 496 customers demonstrated that innovativeness is positively related to customer engagement and customer value co-creation behaviors. Customer engagement is positively associated with customer value co-creation behaviors. Furthermore, customer engagement mediates the association between innovativeness and customer value co-creation behaviors. This study extends current knowledge on customer value co-creation and examines the associations among innovativeness, customer engagement, and customer value co-creation behaviors. The results can serve as a reference for restaurant managers in terms of innovative practices and customer relationship management.