A model of a patron's innovativeness formation toward a chain restaurant brand

Abstract

Purpose - The purpose of this research is to create and test a model of a patron's innovativeness formation toward a chain restaurant brand.Design/methodology/approach - A review of the current literature revealed six key determinants in the formation of patrons' innovativeness in the chain restaurant context. Based on theoretical relationships between these constructs, a structural model was proposed. The model was tested utilizing data collected from 433 chain restaurant patrons.Findings - Data analysis indicates that satisfaction and brand attitude positively influence innovativeness, with the impact mediated by advertising effectiveness and perceived risk in a new menu trial. Advertising effectiveness significantly reduced patrons' perceived risk in a new menu trial and thus positively influences innovativeness. Lastly, it was revealed that sales promotions have a strong impact on innovativeness.Research limitations/implications - The findings emphasize the significance of study variables in the formation of patrons' innovativeness in the chain restaurant context. These findings help restaurant practitioners in successful new menu/food product launch.Originality/value - This study is the first to explain the formation of patrons' innovativeness in the chain restaurant industry. Given that a proper understanding of innovativeness is critical to achieving chain restaurants' business success, the model verified in this study may serve as a guideline for practitioners/researchers in this field.