This study supplements the literature by determining how restaurant innovativeness is linked to customer advocacy as well as considering self-image congruity as mediator of this relationship. A questionnaire survey of 385 restaurant customers was conducted in Taiwan. The results indicated that restaurant innovativeness is positively related to customers’ self-image congruity and customer advocacy. Customers’ self-image congruity is positively associated with customer advocacy. In addition, self-image congruity mediates the relationship between restaurant innovativeness and customer advocacy. The research contributes to literature by extend the relationships between restaurant innovativeness, self-image congruity, and customer advocacy. Restaurant managers should adopt approaches (e.g. innovativeness-related activities) for enhancing self-image congruity in customers.

• Chang-Hua Yen(National Taichung University of Science and Technology, Taiwan)
• Hui-Hsuan Yen(National Chiayi University, Taiwan)
• Shu-Chin Wu(National Taichung University of Science and Technology, Taiwan)
• Ko-Yu Chang(National Taichung University of Science and Technology, Taiwan)