From Consumer-Centric Innovation to Sustainable Restaurant Performance: A Study of Strategic Capability Integration in an Emerging Market Context

Increasing pressure for innovation-driven competitiveness requires hospitality firms to integrate technological capability, market intelligence, and customer-focused innovation into coherent strategic configurations. However, prior research has largely examined these capabilities separately, limiting understanding of how their integration influences restaurant marketing performance in emerging markets. This study develops and empirically tests an integrated capability framework linking techno-resonance innovation capability, competitor orientation, consumer-centric innovation strategy, and new service development to restaurant marketing performance using survey data from 300 restaurant managers in Java and Bali, Indonesia. The results of PLS-SEM analysis indicate that techno-resonance innovation capability significantly strengthens consumer-centric innovation strategy and new service development, which subsequently improves marketing performance outcomes. The findings extend dynamic capabilities theory by demonstrating that capability integration—rather than isolated strategic actions—supports innovation-driven competitiveness in emerging hospitality markets and provides practical guidance for restaurant managers seeking to enhance performance under resource-constrained conditions.