Innovation in Quick Service Restaurants (QSRs): A Future Perspective

Singh Rajesh and Sarangal Rajani Kumari ()
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Singh Rajesh: School of Hospitality and Tourism Management (SHTM), University of Jammu, J&K, India
Sarangal Rajani Kumari: The Business School (TBS), University of Jammu, J&K, India

European Journal of Tourism, Hospitality and Recreation, 2021, vol. 11, issue 2, 210-218

Abstract: The rationale of this study is to investigate the impact of innovative practices (product and service innovation) on customer satisfaction. Further study also tends to approach the impact of customer satisfaction on customer loyalty in quick service restaurants. The study has been conducted on potential customers of QSRs such as McDonald's, Dominos, Pizza Hut and KFC in Jammu city (J&K). A total of 256 samples were analyzed in the study. EFA and regression analysis have been used to identify the various factors and to test the relationship between the constructs, respectively. The study finds that innovative practices in QSRs positively influence customer satisfaction. Furthermore, the study also verified that customer satisfaction positively influences customer loyalty in selected QSRs.

Keywords: Innovative practices; Customer satisfaction; Customer loyalty; Quick service restaurants (QSRs) (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:ejothr:v:11:y:2021:i:2:p:210-218:n:2

DOI: 10.2478/ejthr-2021-0019

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