Does restaurant innovativeness influence customer advocacy? The roles of self-image congruity and customer engagement

PurposeStudies 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.Design/methodology/approachThe 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.FindingsThe 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.Practical implicationsRestaurant 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.Originality/valueThe 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.