A rolling stone gathers no moss: The effect of customers’ perceived business model innovativeness on customer value co-creation behavior and customer satisfaction in the service sector

Both researchers and practitioners have been focusing extensively on business model innovation, as it was shown to exert positive effects on business performance. Although the effect of business model innovativeness on customer behavior might be an important mediator between business model innovation and business performance, it has not yet been analyzed. In line with recent calls to consider the customer side in business model innovation research, our paper addresses this problem by studying the influence of customers’ perceived business model innovativeness (CPBMI) on customer satisfaction and customer value co-creation behavior in the service sector. We therefore emphasize customers’ perceptions and reactions to business model changes. Relying on data from a large-scale survey among restaurant customers, we find a positive impact of perceived value creation innovativeness and value proposition innovativeness on customer satisfaction and customer value co-creation behavior. In addition, we identify a significant indirect effect of CPBMI on customer satisfaction via customer value co-creation behavior. Our findings allow deriving concrete implications for both researchers and practitioners.

Autor:

Clauß, Thomas & Kesting, Tobias & Naskrent, Julia