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This study aims to investigate customers' personal innovativeness (PI) as an influencing factor of omni-channel customer experience throughout pre-purchase, purchase and post–purchase stages of the customer journey, and their subsequent influences on customers' reuse intention.

Data were collected from customers who had experience with omni-channel shopping in South Korea through a questionnaire made with Naver Forms, both online and offline from 15 June to 15 July 2022. Out of the received responses, only valid and consistent questionnaires were considered for statistical analysis. In total, 272 valid samples were utilised for the final analysis. Analyses included reliability, validity, path, structural equation modelling and mediation effects, using SPSS and AMOS software.

The results revealed a significant influence of personal innovativeness on the omni-channel customer experience across all purchase stages. Personal innovativeness was found to influence the customer experience in the pre- and post–purchase stages, thus affecting reuse intention. However, it did not have the same effect in the purchase stage. The omni-channel experience customer experience also played an indirect mediating role in the relationship between personal innovativeness and reuse intention.

First, personal innovativeness in the IT domain may be very prominent in studies examining innovative behaviours related to computing technology. Second, this study provides further understanding of customers' intentions to reuse omni-channel shopping. Third, the path analysis showed that personal innovativeness significantly affects customer experience at all pre-purchase, purchase and post–purchase stages of the customer journey. However, except for the purchase experience, both pre- and post–purchase experiences significantly impact customers' intention to reuse omni-channels and play a mediating role.

First, omni-channel retailers should launch new products, innovative promotional activities and explore new channels or new service modes to stimulate the need recognition of customers with high personal innovativeness. Second, omni-channel retailers should pay attention to the users' reviews of each channel because they play a key role in potential customers' purchase decisions. Third, offering customers a seamless shopping experience is essential as a marketing strategy for omni-channel retailing.

This study elucidates the causal relationship between personal characteristics and behaviour by dividing the omni-channel customer journey. In particular, personal innovativeness is identified as an important predictor of the intention to reuse omni-channels during the pre- and post–purchase stages. This suggests that omni-channel retailers need to strategically manage these stages to boost customers' reuse intention.

Studies have explored the determinants of customer advocacy because of customer advocacy's vital role in improving the efficiency and effectiveness of marketing. The current research complements the existing literature in the hospitality field by examining the association between restaurant innovativeness and customer advocacy while also investigating the mediating roles of self-image congruity and customer engagement.

The statistical software AMOS version 25 and bootstrapping were employed to test the hypotheses. Purposive sampling was employed for participant recruitment, and a self-administered questionnaire was used to collect data. Data were collected from Taiwanese customers who had dined at selected restaurants.

The results from 385 restaurant customers reported that self-image congruity had an indirect impact on customer advocacy through customer engagement. Customer advocacy was influenced by restaurant innovativeness through the mediation of customer engagement. The influence of restaurant innovativeness on customer advocacy was positively and sequentially mediated by self-image congruity and customer engagement.

Restaurant innovativeness is linked to customer advocacy through self-image congruity and customer engagement. Thus, restaurant managers should implement strategies focusing on innovativeness to improve self-image congruity and engagement among customers.

The current research may be the first to provide a research model that explores restaurant innovativeness, self-image congruity, customer engagement and customer advocacy in the hospitality context. This study also has practical implications for enhancing customer advocacy.

With the emergence of coronavirus disease 2019 (COVID-19), the usage of e-money has been reinforced to reach the next level. Therefore, this study aims to examine the mediating role of perceived behavioral control (PBC) on the nexus of customers' innovativeness and continuance intention of electronic money (e-money). This study also explores the moderating roles of perceived risk (PR) and electronic security (e-security) in relationships.

The authors employed a structured questionnaire for data collection and the partial least squares structural equation modeling (PLS-SEM) for empirical estimations.

The authors' findings reveal that customers' innovativeness promotes continuance intention of using e-money and demonstrate that PBC partially mediates the relation between customers' innovativeness and continuance intention of using e-money. The empirical findings also reveal that PR negatively moderates the relationship between customers' innovativeness and continuance intention and the relationship between customers' innovativeness and PBC. The empirical findings also exhibit that perceived e-security enhances the degree of the relationship between customers' innovativeness and continuance intention and the relationship between customers' innovativeness and PBC.

The findings shed light on an important factor that increases the likelihood of repeat e-money usage and has direct managerial implications for customer experience and risk concerns. Hence, the findings imply that e-money service providers should run a promotional advertisement highlighting what additional features are included or offered and how these could be beneficial for the customers. Furthermore, e-money service providers should provide some tutorial videos in order to increase innovative customers' control over e-money services as well as highlight how risk and security are protected.

This paper integrates three key theories: the diffusion of innovation (DOI) theory, the theory of planned behavior (TPB) and the PR theory in post-adoption behavior of e-money usage. The current study also attempts to fill a literature gap by examining the moderating role of PR and e-security, which could be useful within the relationship between customers' innovativeness, PBC and customers' continued intentions of e-money usage.

The intense competition among restaurant brands made it difficult to retain and engage customers. Service innovation can play a vital role to serve this purpose, however, restaurant brands' efforts to bringing innovativeness may not yield desired results unless customers perceive them innovative. Therefore, the present study aims to investigate the role of customer perceived innovativeness (CPRI) in enhancing brand love and evangelism among customers. This study compares these effects between fast-food and continental restaurants to offer deeper insights.

Data were collected from 303 customers of fast-food and continental restaurants through self-administered structured questionnaire. The reliability and validity were established through confirmatory factor analysis. The hypotheses were tested using structural equation modeling and multi-group SEM with MPlus.

The findings of this study reveal that menu, experiential and promotional innovativeness dimensions of CPRI positively influence brand love. The effects of CPRI dimensions transcend to brand evangelism dimensions, i.e. brand purchase intension, positive brand referrals and oppositional brand referrals via brand love. The multi-group analysis showed that continental restaurants' menu innovativeness strongly impacts brand love and evangelism while promotional innovativeness matters more in the context of fast-food restaurants.

This study helps restaurant managers in devising tailor made strategies for fast-food and continental restaurants by focusing on the relevant attributes to bring innovation.

This research is one of the pioneering studies to investigate the relationship of CPRI with brand evangelism through the mediating role of brand love. This study also marks an initial attempt to compare fast-food and continental restaurants in the context of CPRI.

This study aims to assess how employee innovativeness, employee self-efficacy and customer-centricity intervene in the relationship between transformational leadership and organizational competitiveness of insurance firms.

This study was a survey, with data collected using a structured questionnaire. The population was the insurance firms in Ghana, and the target respondents were employees. The sample comprises 218 employees drawn from 19 insurers. Data was analyzed using structural equation modeling.

This study concludes that transformational leadership had a direct effect on organizational competitiveness. Employee innovativeness partially mediated the relationship between transformational leadership and organizational competitiveness. Employee self-efficacy moderated the effect of transformational leadership on employee innovativeness. Finally, customer-centricity moderated the effect of employee innovativeness on the organizational competitiveness of insurance firms.

Future studies should pay particular attention to the individual dimensions of transformational leadership (individualized consideration, intellectual stimulation, inspirational motivation and idealized influence), in combination with the other constructs studied.

Insurance is a service industry, which sells mostly unsolicited products. Customer-centricity is therefore very crucial in achieving organizational competitiveness. Attention should also be paid to transformational leadership and employee self-efficacy, as they enhanced employee innovativeness needed for competitive advantage.

This study contributed to the understanding of the relationship between transformational leadership and organizational competitiveness, by identifying employee innovativeness, employee self-efficacy and customer centricity, as intervening variables.

The purpose of this paper is to advance a theoretical framework that incorporates the relationship between market challenge and learning and customer orientations, and the influence of these orientations on innovativeness in an international joint venture (IJV) context.

The authors estimate a structural equation model utilizing survey data collected from 199 IJVs in the Republic of Korea.

The authors found that while market challenge does not influence learning orientation in IJVs, it does have a significant positive influence on customer orientation. Further, the authors’ findings support that both learning orientation and customer orientation have positive impacts on IJV innovativeness. Another interesting finding shows that the impact of learning orientation on IJV innovativeness is significant only when IJVs have high levels of interaction with parent firms. The study also reveals that having a strong learning orientation amplifies the impact of customer orientation on innovativeness in IJVs.

Despite increased interest in IJVs, there has been relatively little work linking IJV innovativeness with learning and customer orientations. The study contributes to recent streams of research that seek to understand the role of these orientations in IJV innovativeness.

This study aims to develop/test a model that examines the effect of service innovativeness on customer cocreation, satisfaction, advocacy and behavioral loyalty intent in the travel agency context.

To explore these issues, the authors deploy a convenience sample of 340 travel agency customers. Data analysis centered on confirmatory factor analysis and structural equation modeling (SEM).

The results identify service innovativeness as a key driver of customer cocreation, satisfaction, advocacy and behavioral loyalty intent. The authors also identified customer cocreation to mediate the association between service innovativeness and customer advocacy, satisfaction and behavioral loyalty intent, respectively, and exerted a further direct effect on these variables.

Given the cross-sectional data, further research may wish to explore the generalizability of the findings (e.g. in other sectors, cultures or by adopting a longitudinal research design that tracks the theorized relationships over time).

The findings suggest service innovativeness as an important driver of customers’ intra- (within) and extra-or trans-(across) interaction outcomes, thereby impacting the customer experience and highlighting the significance of service innovativeness for the travel sector.

While service innovativeness and cocreation are of significant interest, their integrative investigation in tourism has remained scant. Thus, by quantifying the influence of service innovativeness on customer-based cocreation, satisfaction, advocacy and loyalty intent, the paper adds to the emerging body of knowledge on service innovativeness in tourism.

This paper aims to provide empirical evidence of relationship between perceived service innovativeness, image-congruence, satisfaction and behavioral outcomes at the customer level. It hypothesizes a moderated mediation model, denoting that perceived service innovativeness relates to image-congruity dimensions, which, in turn, will promote satisfaction at cognitive and affective level, thereby creating strong behavioral outcomes.

Data were collected through online surveys. The survey aimed at measuring the hypothesized constructs and other study-relevant information. Hypotheses were tested using the structural equation modeling technique.

This paper validates the role of perceived service innovativeness as a mechanism facilitating development and transfer of customer’s image-congruence toward a service firm. It also finds that the image-congruity dimensions fully mediate the relationship between perceived innovativeness and satisfaction. The resultant customer satisfaction leads to the development of behavioral outcomes. Further, the study finds that perceived innovativeness have varying effects on image-congruence dimensions depending upon customer’s prior experience.

The study provides evidence to managers that the customer-centric value creation through image-congruence requires development of positive perceived service innovativeness, which will result in customer satisfaction and their behavioral outcomes.

The study is the first attempt to find empirical support for the role of perceived service innovativeness to create customer’s image congruity with a service firm. Further, analyzing how perceived service innovativeness, image-congruence, customer satisfaction and behavioral outcomes are related to each other is also an important contribution.

The motivation for this study comes from decision making related to strategic marketing orientations in international markets. The authors examine if customer orientation and customer relationship orientation perform as two distinct constructs in driving firm innovativeness, and how together they support business growth among export firms. This study aims to suggest a customer-centric strategy for export firms that drive innovativeness and growth.

An international corporation specialized in company information services provided a list of the contact information of Italian companies. The authors sent an email request to respond to an online survey and received 416 effective responses from firms operating in export markets. The authors propose and empirically test a model in which customer orientation, customer relationship orientation and innovativeness predict business growth. This model controls for the effects of firm size, industry and customer type (B2B vs. B2C).

The study findings suggest that customer orientation and customer relationship orientation are two distinct strategic orientations driving innovativeness. However, they do not directly affect business growth. Instead, they require the innovativeness of an exporter to materialize as business growth.

The results of the study recommend business strategies focusing not only on customer needs and satisfaction but also on retaining current customers and building customer relationships in international markets. Firms can learn from international customers and develop effective customer-centric strategies to spread the acquired information into the internal decision-making as it contributes to firm innovativeness and business growth in international markets.

This study is one of the pioneering studies combining customer orientation and customer relationship orientation, showing their theoretical and empirical divergence. This study is also among the first which tests how the two strategic orientations together with innovativeness promote business growth among export firms. The authors add understanding of the synergistic effects both of using customer information and developing deeper relationships on firm innovativeness and performance among exporters.

The proliferation of the coronavirus disease (COVID-19) has threatened the service industry, especially the restaurant sector, requiring innovative ways to help restaurants overcome this challenge. Thus, based on the stimulus–organism–response (SOR) model, the purpose of this study is to examine the role of customers' perception of a restaurant's innovativeness (CPRI) in brand evangelism by mediating customer engagement (CE). Additionally, this study examines the moderating role of customer openness to experience.

A Web-based survey collected the primary data from 483 Egyptian customers. The data were analysed using the partial least squares structural equation modelling method based on WarpPLS.7 software.

According to the findings, CPRI, which acts as a stimulus in the SOR model, positively affects CE (organism) and brand evangelism (response). CE positively affects restaurant evangelism. Additionally, CE mediates the relationship between CPRI and evangelism. Openness to experience moderates the relationship between CPRI, engagement and brand evangelism.

This study addresses the gaps in understanding CE and brand evangelism within the context of restaurant innovation. This study assesses restaurant innovativeness scales of developing economies in multiple dimensions. Egyptian restaurant marketing managers should innovate products, services, experiences, and promotions to increase consumer engagement and feedback through technology.

This study investigates how Egyptian restaurants engage with and evangelise customers through innovation. This is one of the few studies that examine brand evangelism in a restaurant setting from the perspective of the SOR theory. Additionally, this study analyses CE as a mediator and openness to experience as a moderator.