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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Singh Rajesh & Sarangal Rajani Kumari, 2021. "Innovation in Quick Service Restaurants (QSRs): A Future Perspective," European Journal of Tourism, Hospitality and Recreation, Sciendo, vol. 11(2), pages 210-218, December.
    • Handle: RePEc:vrs:ejothr:v:11:y:2021:i:2:p:210-218:n:2
    DOI: 10.2478/ejthr-2021-0019
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    References listed on IDEAS

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