In search of a reciprocal relationship in dessert cafés: linking customer perceived innovativeness to value co-creation behavior
This study examined a conceptual model encompassing perceived innovativeness, perceived values, attitude, and customer value co-creation behavior in the context of dessert cafés. An online survey was conducted with customers of dessert café chains based in Malaysia. The results indicated that menu i...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Nature
2023
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| Online Access: | http://psasir.upm.edu.my/id/eprint/108764/ http://psasir.upm.edu.my/id/eprint/108764/1/108764.pdf |
| _version_ | 1848865205455421440 |
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| author | Ling, Esther Sii Wei Chua, Bee-Lia Han, Heesup |
| author_facet | Ling, Esther Sii Wei Chua, Bee-Lia Han, Heesup |
| author_sort | Ling, Esther Sii Wei |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | This study examined a conceptual model encompassing perceived innovativeness, perceived values, attitude, and customer value co-creation behavior in the context of dessert cafés. An online survey was conducted with customers of dessert café chains based in Malaysia. The results indicated that menu innovativeness had the highest contribution to perceived innovativeness, followed by experiential innovativeness. The study found that perceived innovativeness improved the value of money, evoked positive emotions, and enhanced social image. In highly innovative dessert cafés, positive emotions led to a positive attitude and, in turn, increased willingness to co-create value. This study provides valuable insights for dessert café businesses by emphasizing the need to foster innovation and create emotionally satisfying experiences to enhance customer engagement in co-creation activities. |
| first_indexed | 2025-11-15T14:01:00Z |
| format | Article |
| id | upm-108764 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T14:01:00Z |
| publishDate | 2023 |
| publisher | Nature |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-1087642024-10-11T08:58:42Z http://psasir.upm.edu.my/id/eprint/108764/ In search of a reciprocal relationship in dessert cafés: linking customer perceived innovativeness to value co-creation behavior Ling, Esther Sii Wei Chua, Bee-Lia Han, Heesup This study examined a conceptual model encompassing perceived innovativeness, perceived values, attitude, and customer value co-creation behavior in the context of dessert cafés. An online survey was conducted with customers of dessert café chains based in Malaysia. The results indicated that menu innovativeness had the highest contribution to perceived innovativeness, followed by experiential innovativeness. The study found that perceived innovativeness improved the value of money, evoked positive emotions, and enhanced social image. In highly innovative dessert cafés, positive emotions led to a positive attitude and, in turn, increased willingness to co-create value. This study provides valuable insights for dessert café businesses by emphasizing the need to foster innovation and create emotionally satisfying experiences to enhance customer engagement in co-creation activities. Nature 2023-12-01 Article PeerReviewed text en cc_by_4 http://psasir.upm.edu.my/id/eprint/108764/1/108764.pdf Ling, Esther Sii Wei and Chua, Bee-Lia and Han, Heesup (2023) In search of a reciprocal relationship in dessert cafés: linking customer perceived innovativeness to value co-creation behavior. Humanities & Social Sciences Communications, 10 (1). art. no. 897. pp. 1-13. ISSN 2662-9992 https://www.nature.com/articles/s41599-023-02353-y 10.1057/s41599-023-02353-y |
| spellingShingle | Ling, Esther Sii Wei Chua, Bee-Lia Han, Heesup In search of a reciprocal relationship in dessert cafés: linking customer perceived innovativeness to value co-creation behavior |
| title | In search of a reciprocal relationship in dessert cafés: linking customer perceived innovativeness to value co-creation behavior |
| title_full | In search of a reciprocal relationship in dessert cafés: linking customer perceived innovativeness to value co-creation behavior |
| title_fullStr | In search of a reciprocal relationship in dessert cafés: linking customer perceived innovativeness to value co-creation behavior |
| title_full_unstemmed | In search of a reciprocal relationship in dessert cafés: linking customer perceived innovativeness to value co-creation behavior |
| title_short | In search of a reciprocal relationship in dessert cafés: linking customer perceived innovativeness to value co-creation behavior |
| title_sort | in search of a reciprocal relationship in dessert cafés: linking customer perceived innovativeness to value co-creation behavior |
| url | http://psasir.upm.edu.my/id/eprint/108764/ http://psasir.upm.edu.my/id/eprint/108764/ http://psasir.upm.edu.my/id/eprint/108764/ http://psasir.upm.edu.my/id/eprint/108764/1/108764.pdf |