Although hospitality industry has consistently invested resources in innovation, the path by which a brand’s innovativeness influences consumers’ loyalty remains unclear. The purpose of this study is to establish a research model that represents the relationships of customers’ perceived restaurant’s innovativeness at brand level, perceived quality, and levels of loyalty. Specifically, five subdimensions (differentiation, dynamic brand, innovativeness brand, new leader, and idea generator) measure restaurant’s innovativeness at brand level. Perceived quality consists of the food and service aspects. The result shows that among brand innovativeness, differentiation predicts better loyalty whereas dynamic brand, innovativeness brand, new leader, and idea generator are less effective, with mediating effects of food quality and service quality. This outcome potentially expands the theoretical foundation of brand innovativeness in the hospitality discipline, while providing a promising marketing approach that empowers patrons with brand innovativeness through differentiation.

尽管酒店业一直在创新上投入资源，但品牌创新影响消费者忠诚度的途径仍不清楚。这项研究的目的是建立一个研究模型，该模型代表顾客在品牌层面上感知的餐厅创新性，感知质量和忠诚度之间的关系。具体来说，五个子维度（差异化，动态品牌，创新品牌，新领导者和创意产生者）在品牌层面上衡量餐厅的创新性。感知质量包括食物和服务方面。结果表明，在品牌创新中，差异化可以预测更好的忠诚度，而动态品牌，创新品牌，新领导者和创意产生者的效果较差，而食品质量和服务质量的中介效应则较低。