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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Tan Vo-Thanh & Mustafeed Zaman & Trung Dam-Huy Thai & Rajibul Hasan & Dagnachew Leta Senbeto, 2024. "Perceived customer journey innovativeness and customer satisfaction: a mixed-method approach," Annals of Operations Research, Springer, vol. 333(2), pages 1019-1044, February.
    • Handle: RePEc:spr:annopr:v:333:y:2024:i:2:d:10.1007_s10479-022-05079-3
    DOI: 10.1007/s10479-022-05079-3
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    References listed on IDEAS

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