| Abstract: | Extant studies have documented the effect of entrepreneurial orientation (EO) and innovation performance on firm‐level outcomes. However, the underlying mechanisms of the specific aspects of EO (i.e., autonomy, risk‐taking, and proactiveness) and innovative performance affecting consumer‐level responses remain unexplored. A total of 401 dyadic sample data were collected from both bed‐and‐breakfast (B&B) innkeepers and corresponding consumers. We used structural equation modeling to test the research framework and hypotheses. The statistically significant paths extended from risk‐taking and proactiveness to service innovation performance, then to consumer‐perceived service value and consumer satisfaction, and finally to repatronage intentions. To retain consumers, B&B innkeepers must enhance service innovation performance by reshaping their risk‐taking and proactiveness. |
