Perceived customer journey innovativeness and customer satisfaction: a mixed-method approach

Tan Vo-Thanh (), Mustafeed Zaman (), Trung Dam-Huy Thai (), Rajibul Hasan () and Dagnachew Leta Senbeto ()
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Tan Vo-Thanh: Excelia Business School, CEREGE (UR 13564)
Mustafeed Zaman: EM Normandie Business School, Métis Lab
Trung Dam-Huy Thai: University of Economics Ho Chi Minh City
Rajibul Hasan: Maynooth University
Dagnachew Leta Senbeto: The Hong Kong Polytechnic University

Annals of Operations Research, 2024, vol. 333, issue 2, No 20, 1019-1044

Abstract: Abstract This research aims to understand the link between perceived innovativeness and customer satisfaction in the fine-dining catering segment. By employing a mixed-method approach, this paper proposes a multidimensional framework for measuring the perceived innovativeness of restaurants throughout the entire customer journey. Customer satisfaction was measured by considering online customer-generated data from TripAdvisor. The study not only finds a strong correlation between perceived innovativeness and customer satisfaction but also presents how fine-dining restaurants can employ user-generated data to co-innovate entire customer journeys and restaurant experiences. The results highlight menu-, service-, and customer experience-related innovativeness as the three most important criteria for fine-dining restaurant customers. Additionally, the results of the qualitative study indicate that in the context of fine-dining catering, the quality of the dishes, the service, and the customers’ experience with the service staff and chefs are the main elements of satisfaction that restaurants should consider in promoting innovation.

Keywords: Perceived innovativeness; Customer journey innovation; Customer satisfaction; Fine-dining restaurants; Customer-generated data; AHP; Fuzzy-TOPSIS (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s10479-022-05079-3

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