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Recognition of the complexity of job embeddedness in the work environment has grown, highlighting the need for a deeper understanding of the factors that contribute to this phenomenon. This study analyzed how and when job crafting and leisure crafting are linked to job embeddedness by investigating employee resilience as a mediator and employee adaptivity as a moderator.

Data were gathered from 568 Taiwanese hotel employees. The PROCESS macro was used to verify all hypotheses.

Both job crafting and leisure crafting increased job embeddedness. Employee resilience mediated the impacts of job and leisure crafting on job embeddedness. The positive relationship between employee resilience and job embeddedness was stronger when employee adaptivity was high. Employee adaptivity moderated the indirect impacts of job and leisure crafting on job embeddedness through employee resilience.

Hotel managers should foster a workplace culture that encourages employees to engage in job crafting. Additionally, managers can offer employee assistance programs to proactively encourage workers to participate in leisure crafting. Providing training and wellness programs to strengthen employee resilience, along with allocating resources and designing learning programs to enhance employee adaptability, can further promote job embeddedness.

This research contributes to the literature through the construction of a moderated mediation model that explored how and when job and leisure crafting affect job embeddedness.

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.