Wiastuti, Rachel Dyah and Rashid, Basri (2024) Evaluating restaurant innovativeness - the Generation Z perspective across dining format. International Journal of Sustainable Development and Planning, 19 (1). pp. 149-159. ISSN 17437601

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Abstract

This study develops a scale to measure restaurant innovativeness across three distinct food and beverage service formats: casual dining, fast food, and coffee shops. The notion is based on perceived firm innovativeness by customers, proposed for a specific one-generation cohort. The respondents were 519 Generation Z individuals, gathered in mid-2023 using both printed and online questionnaires, consisting of 165 samples for casual dining, 172 for fast food, and 182 for coffee shops. Data were analyzed using factor analysis with SPSS. The restaurant innovativeness for Gen Z is formed into five clusters based on past literature reviews,such as product innovativeness, technology-based service innovativeness, experiential innovativeness, promotion innovativeness, and brand innovativeness. However, findings for the Gen Z measurement resulted in only four dimensions and 19 items. Casual dining innovativeness can be measured with 15 scales, fast food with 16 scales, and coffee shops with 19 scales, each consisting of two dimensions respectively. Findings also reveal how customers perceived each measurement differently, including from the perspectives of different genders. This study provides a theoretical contribution to the knowledge of hospitality and tourism, particularly in the food and beverage context,by empirically investigating restaurant innovativeness for various restaurant settings

Item Type:	Article
Uncontrolled Keywords:	Brand innovativeness, casual dining, coffee shop, experiential innovativeness, generation Z, menu innovativeness, restaurant innovativeness, technology-based service innovativeness
Subjects:	H Social Sciences > HF Commerce
Divisions:	School of Tourism, Hospitality and Event Management
Depositing User:	Mr. Izhar Hj. Hashim
Date Deposited:	10 Nov 2026 11:52
Last Modified:	10 Nov 2026 11:52
URI:	https://repo.uum.edu.my/id/eprint/35049

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