الفهرس 
CHAPTER ONE (IntroductionOnly 14 pages are availabe for public view
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Abstract
Innovativeness is an ongoing trend and one of the key drivers of business success (Kim et al., 2021).The construct of innovativeness has been examined in the manufacturing (Salisu & Bakar, 2019), retail (Omar et al., 2021), tourism (Huseynov et al., 2020), hotel industries (Njoroge et al., 2020) and restaurants (Ten & Chen, 2021). A company can reach a high level of innovativeness through its ability to pioneer in the market, to sophisticate original ideas and to produce state-of-the-art technology over time (Quach et al., 2020). The hospitality industry must capitalize on product introductions and technology usage in novel ways in order to meet market demands (Njoroge et al., 2020). As restaurants are an aspect of the hospitality industry, restaurants should focus their attention on innovative services or activities to intensify the service value that they present to consumers. When customers see a restaurant as innovative, they believe that the restaurant can meet their needs and expectations during the service process and can offer them memorable experiences (Ten & Chen, 2021). For example, many restaurants have implemented innovative apps and robot services for service delivery (Cha, 2020; Khan, 2020). Restaurant image has a keen area of impact on customers’ decision to choose a particular restaurant. Literature on restaurant image determines several factors related to both factual and emotional factors. Researchers have determined many factors that influence customers’ image of a restaurant such as price, quality of service, restaurant environment, branding and ambient factors (Nagy et al., 2021). In addition, devices that contain information like food museums and farm-to-table infographics can support customers’ impressions of a restaurant (Lyu et al., 2021). However researchers have the agreement that variance in factors affecting restaurant image is due to factors such as cultural, economic and ethnic background and hence they have different criteria to identifies the restaurant image (Nagy et al., 2021). Revisit intention occurs with existing customers, which helps businesses to reduce the cost of finding new customers (Sirimongkol, 2021). The decision of most loyal customers to revisit or repurchase in the future depends on their satisfaction, which it results in success and business survival in a competitive environment (Sriyalatha & Kumarasinghe, 2021). In the context of restaurants, revisit intention is described as an optimistic probability to revisit the restaurant (Rajput & Gahfoor 2020). Many people rely on restaurants for diverse reasons, such as delicious menus and efforts to prepare food (Sirimongkol, 2021). Other reasons why people return to restaurants include visitor convenience, transportation to their destination, entertainment, hospitability, and service satisfaction (Rajput & Gahfoor, 2020).