Product Innovation and Customer Experience: Catalysts for Enhancing Satisfaction in Quick Service Restaurants

Parikshat Singh Manhas, Priyanka Sharma and Joana A. Quintela ()
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Parikshat Singh Manhas: The Business School & School of Hospitality and Tourism Management, University of Jammu, Jammu 180006, India
Priyanka Sharma: School of Hospitality and Tourism Management, University of Jammu, Jammu 180006, India
Joana A. Quintela: Department of Tourism, Heritage and Culture, REMIT—Research on Economics, Management and Information Technologies, Portucalense University, 4200-072 Porto, Portugal

Tourism and Hospitality, 2024, vol. 5, issue 3, 1-18

Abstract: This study investigates the multifaceted relationships between product innovation, customer satisfaction, and experience within the quick service restaurants (QSR) sector. Moreover, it explores the reciprocal dynamics, scrutinizing the impact of customer experience on shaping customer satisfaction. Furthermore, the research delves into the mediating function of customer experience in establishing the connection between product innovation and customer satisfaction. The participant pool encompassed 221 respondents, patrons of well-established QSRs, such as McDonald’s, Domino’s Pizza, Pizza Hut, and KFC, strategically situated in three prominent north Indian cities—Jammu, Chandigarh, and Delhi. Employing a structural equation modelling technique, the study meticulously examines the relationships between these crucial elements (product innovation, customer experience and customer satisfaction). This research contributes to existing knowledge by offering a detailed study of the dynamics governing product innovation, customer satisfaction, and experience in the QSR sector. The findings bear practical implications for QSR operators, providing valuable insights into strategies for enhancing customer satisfaction through effective product innovation and an elevated dining experience.

Keywords: quick service restaurants; customer experience; product innovation; customer satisfaction (search for similar items in EconPapers)
JEL-codes: Z3 Z30 Z31 Z32 Z33 Z38 (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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