Title: Assessment of service innovation in the quick service restaurants

Authors: Rajani Kumari Sarangal; Rajesh Singh

Addresses: The Business School (TBS), University of Jammu, J&K – 180006, India ' School of Hospitality and Tourism Management (SHTM), University of Jammu, J&K – 180006, India

Abstract: The present study is an attempt to analyse the impact of service innovation on customer satisfaction and experience. The impact of customer experience on customer satisfaction has also been examined. Furthermore, the study also identified the mediating role of customer experience in between service innovation and customer satisfaction. The sample respondents were 221 quick service restaurant customers specifically from McDonald's, Domino's Pizza, Pizza Hut, Café Coffee Day, and KFC located in three cities of India, in particular Jammu, Chandigarh and Delhi (North India). Structural equation modelling has been used to test the relationship between the constructs. The study proposed a model on the basis of several hypothetical relationships which have resulted from an extant review of the literature. The proposed model is then tested empirically, which reflects the influence of SI on CS and CE and further, the influence of CE on CS in the select quick service restaurants in India.

Keywords: service innovation; customer experience; customer satisfaction; quick service restaurants; QSRs.

DOI: 10.1504/IJBIR.2023.134255

International Journal of Business Innovation and Research, 2023 Vol.32 No.1, pp.1 - 24

Received: 05 Aug 2020
Accepted: 15 Apr 2021
Published online: 17 Oct 2023 *

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