Measuring customer perceptions of restaurant innovativeness: Developing and validating a scale

The primary purpose of the study is to identify customer perceptions of restaurant innovativeness (CPRI), and accordingly develop a multidimensional scale for measuring the concept. Development and validation of this scale followed a rigid procedure with three component studies. Study 1 analyzed qualitative data from 47 written interviews using NVivo. In Study 2, exploratory factor analysis (n = 1465) purified and refined the scale generated in Study 1. Study 3 (n = 514), using confirmatory factor analysis, provided empirical support for validating the 17 item-scale for CPRI. The model with one second-order factor (CPRI) and its four corresponding first-order factors (menu, technology-based service, experiential, and promotional innovativeness) gained support. The current study illuminates the procedure for developing a complete scale for future hospitality research. Presumably, the CPRI scale can become a benchmark for practitioners' evaluation of the effectiveness of strategies for innovativeness.