Congratulations to Eojina Kim for her Best Paper Award at the Asia Pacific CHRIE Conference in Indonesia for “Understanding Customer Perception of Restaurant Innovativeness and Customer Value Co-creation Behavior.” In all, 340 papers were submitted to the conference and approximately 220 authors were invited to do presentations. Kim is an Assistant Professor in Pamplin’s Hospitality and Tourism Management department.


Foodservice businesses delight customers and engage them as collaborators in creating and maximizing value through the satisfactory delivery of products and services. The purpose of this study is to examine the role of customer value co-creation behavior at casual dining restaurants. To achieve this goal, the study applies conceptual Service-Dominant logic to investigate customer co-creation behavior, its antecedents (i.e., customer perception of restaurant innovativeness) and consequences (i.e., customer satisfaction and customer conative loyalty). This study confirms a holistic concept of innovativeness as the key predictor of customer value co-creation behavior, which in turn leads to customer satisfaction and conative loyalty. This study contributes to the evolving knowledge body of innovativeness and value co-creation. And the results of the present research offer industry practitioners effective marketing strategies to improve customer perceptions of restaurant innovativeness and create value for customers.


Eojina Kim,Department of Hospitality & Tourism Management, Pamplin College of Business, Virginia Tech, Blacksburg, VA, U.S.A., Liang (Rebecca) Tang and Robert Bosselman, Department of Apparel, Events, & Hospitality Management, College of Human Sciences, Iowa State University, Ames, IA, U.S.A.