Article Category: Research Article
Published Online: Jun 29, 2022
Page range: 210 - 218
Received: Oct 02, 2020
Accepted: May 14, 2021
DOI: https://doi.org/10.2478/ejthr-2021-0019
Keywords
© 2022 Rajesh Singh et al., published by Sciendo
This work is licensed under the Creative Commons Attribution 4.0 International License.
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.