Beyond the Plate: Unpacking the Relationship Between Perceived Restaurant Innovativeness, Customer Delight and Customer Loyalty in Upscale Restaurants

This study is aimed at a) examining the impact of customer-perceived restaurant innovativeness on customer delight and b) investigating the role of customer delight as a mediator in the relationship between perceived restaurant innovativeness and customer loyalty. Previous research on innovativeness has predominantly focused on the firm’s perspective, using owners, managers, or employees as key informants, with a greater emphasis on industries such as manufacturing, agriculture, and services other than hospitality. Moreover, limited research has explored the determinants and the resulting outcomes of customer delight in the hospitality sector, particularly in developing countries like Pakistan. This study seeks to fill these gaps in the literature. To achieve this, we used convenience sampling and collected data from 205 diners at upscale restaurants in Islamabad, the capital of Pakistan, through a structured questionnaire. Regression analysis results indicated a positive influence of customer-perceived innovativeness on customer delight. Furthermore, customer delight mediates the customer perceived restaurant innovativeness and loyalty link. The study provides valuable insights for restaurant operators, emphasizing that delivering an exceptional customer experience—through innovative food, services, and physical environments—is crucial for attracting and retaining customers. Embracing innovation can also support upscale restaurants in improving their competitiveness and expanding their business operations. The study wraps up by acknowledging its limitations and providing suggestions for future research avenues.