The Malaysian dessert café market is highly competitive. To stand out, cafés need to differentiate themselves through innovative offerings. While research exists on restaurant innovation, dessert cafés remain understudied. This study addresses this gap by exploring the multidimensional aspects of perceived innovativeness in dessert cafés (menu, technology-based service, experiential, and promotional). A key research question is how perceived innovativeness influences customer value co-creation behavior. Existing literature shows a link between perceived innovativeness and value co-creation, but the mediating mechanisms remain unclear. This study aims to fill this gap by examining the mediating roles of perceived values (functional, emotional, and social) and attitude in the relationship between perceived innovativeness and value co-creation behavior. By understanding this relationship, dessert cafés can develop customer-centric strategies to enhance customer engagement and gain a competitive edge.

The study's theoretical framework integrates the service-dominant logic (SDL) theory, equity theory, and the value-attitude-behavior (VAB) model. SDL emphasizes the customer's active role in value creation. Equity theory links perceived innovativeness (input) to perceived value (output). The VAB model posits a hierarchical relationship between perceived values, attitude, and behavior. The literature review examines previous research on customer perceived innovativeness (multidimensional scale encompassing menu, technology-based service, experiential, and promotional innovativeness), customer value co-creation behavior (participation and citizenship behaviors), and the influence of perceived value (functional, emotional, and social) on attitude and behavior. Hypotheses were developed to test the relationships among these constructs, proposing that perceived innovativeness positively influences perceived values, attitude, and value co-creation behavior, and that perceived values and attitude mediate the relationship between perceived innovativeness and value co-creation behavior.

This quantitative study used an online survey to collect data from 378 Malaysian dessert café customers. The survey measured customer perceived innovativeness (using a multi-dimensional scale adapted from previous research), perceived value (functional, emotional, and social aspects), attitude (using a semantic differential scale), and customer value co-creation behavior (participation and citizenship behaviors, measured using a scale adapted from previous research). Twelve dessert café chains were selected based on several criteria including serving desserts as their main menu, being founded by Malaysians, having multiple locations and being in operation for at least a year. The questionnaire was distributed through Facebook foodie groups and foodie websites. Data analysis employed partial least squares structural equation modeling (PLS-SEM) to test the hypothesized relationships and assess mediation effects. The measurement model was assessed for reliability and validity. The structural model was evaluated using R-squared values and Q-squared values to assess predictive accuracy and relevance. Bootstrapping was used to test the significance of the mediation effects.

The results indicated that menu innovativeness had the highest contribution to perceived innovativeness, followed by experiential innovativeness. Technology-based service and promotional innovativeness were not significant predictors. Perceived innovativeness positively influenced functional value, emotional value, and social value. Emotional value, but not functional or social value, significantly impacted attitude. Attitude had a positive effect on customer value co-creation behavior. The study supported a serial mediation model where emotional value and attitude sequentially mediated the relationship between perceived innovativeness and value co-creation behavior. Specifically, the path from perceived innovativeness to emotional value to attitude to value co-creation behavior was significant. The other hypothesized serial mediation paths (functional value-attitude and social value-attitude) were not supported.

The findings highlight the importance of menu and experiential innovativeness for dessert cafés. Focusing on menu innovation (new combinations, flavors, presentation) and creating unique experiences can improve customer perception of innovativeness. While technology-based service and promotional innovations were less impactful in this study, the importance of these dimensions in value creation may be influenced by the level of digital penetration and marketing tactics used in the Malaysian dessert cafe industry. The results support the VAB model, demonstrating the significant role of emotional value and attitude in mediating the relationship between perceived innovativeness and value co-creation behavior. Creating positive emotional experiences is crucial for driving customer engagement in co-creation activities. The study underscores the importance of viewing customers as active partners in value creation, rather than just passive recipients of services. By actively engaging customers, dessert cafes can build stronger relationships and gain a competitive advantage.

This study provides valuable insights into the relationship between perceived innovativeness and value co-creation in the context of Malaysian dessert cafés. The findings highlight the importance of menu and experiential innovation in driving perceived innovativeness and the crucial role of emotional responses in fostering customer value co-creation. Dessert café businesses should prioritize investments in innovative menu offerings and unique customer experiences to enhance customer engagement and drive value co-creation. Future research could explore the moderating role of factors like café concept (e.g., shop versus kiosk), and the inclusion of additional mediators like brand reputation and self-relevant value. Qualitative research methods could also provide deeper insights into the consumer experience.

The study has some limitations. The sample was predominantly young, single females, limiting generalizability. The convenience sampling method may have introduced bias. The study focused only on dessert café chains with multiple outlets, excluding smaller, independent cafés. The lack of significant relationships between perceived social value and outcome variables suggests the need to explore additional mediators. Future research could address these limitations by using more representative sampling methods, including a broader range of dessert café establishments, and investigating additional mediating variables.