This study investigated the relationship between perceived innovativeness and customer value co-creation behavior in Malaysian dessert cafés. Using an online survey of dessert café customers, the study found that menu innovativeness was the strongest predictor of perceived innovativeness, followed by experiential innovativeness. Perceived innovativeness positively influenced perceived value (value for money, positive emotions, enhanced social image), which in turn led to a positive attitude and increased willingness to co-create value, especially when positive emotions were involved. The study offers implications for dessert café businesses in fostering innovation and creating emotionally satisfying experiences to enhance customer engagement.

Esther Sii Wei Ling, Bee-Lia Chua, Heesup Han