Mediating customer engagement in the relationship between fast-food restaurants' innovativeness and brand evangelism during COVID-19: evidence from emergent markets

Abstract

Purpose

The proliferation of the coronavirus disease (COVID-19) has threatened the service industry, especially the restaurant sector, requiring innovative ways to help restaurants overcome this challenge. Thus, based on the stimulus–organism–response (SOR) model, the purpose of this study is to examine the role of customers' perception of a restaurant's innovativeness (CPRI) in brand evangelism by mediating customer engagement (CE). Additionally, this study examines the moderating role of customer openness to experience.

Design/methodology/approach

A Web-based survey collected the primary data from 483 Egyptian customers. The data were analysed using the partial least squares structural equation modelling method based on WarpPLS.7 software.

Findings

According to the findings, CPRI, which acts as a stimulus in the SOR model, positively affects CE (organism) and brand evangelism (response). CE positively affects restaurant evangelism. Additionally, CE mediates the relationship between CPRI and evangelism. Openness to experience moderates the relationship between CPRI, engagement and brand evangelism.

Research limitations/implications

This study addresses the gaps in understanding CE and brand evangelism within the context of restaurant innovation. This study assesses restaurant innovativeness scales of developing economies in multiple dimensions. Egyptian restaurant marketing managers should innovate products, services, experiences, and promotions to increase consumer engagement and feedback through technology.

Originality/value

This study investigates how Egyptian restaurants engage with and evangelise customers through innovation. This is one of the few studies that examine brand evangelism in a restaurant setting from the perspective of the SOR theory. Additionally, this study analyses CE as a mediator and openness to experience as a moderator.

Citation

Khashan, M.A., Elsotouhy, M.M., Ashraf Aziz, M., Alasker, T.H. and Ghonim, M.A. (2024), "Mediating customer engagement in the relationship between fast-food restaurants' innovativeness and brand evangelism during COVID-19: evidence from emergent markets", International Journal of Contemporary Hospitality Management, Vol. 36 No. 4, pp. 1353-1374. https://doi.org/10.1108/IJCHM-07-2022-0888