ABSTRACT
This study investigates the structural relationships of service innovation, dining experience and behavioural intention of customers in restaurants. Questionnaires that consist of service innovation, dining experience and behavioural intention of customers in restaurants were distributed to 300 respondents that have been to any restaurants that have service innovation in their operations. Findings showed that the significant relationships between service innovation, dining experience and behavioural intention of customers in restaurants are confirmed in Structural Equation Modelling (SEM). Implications and suggestions for future research are also provided.
