<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>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&amp;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.</p>
</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.

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

School of Hospitality and Tourism Management (SHTM)

European Journal of Tourism, Hospitality and Recreation

This work is licensed under the Creative Commons Attribution 4.0 International License.

{"article-title":"Innovation in Quick Service Restaurants (QSRs): A Future Perspective"}

The rationale of this study is to investigate the impact of innovative practices (product and service innovation) on customer satisfaction. Further study also...

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

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
Innovative practices, Customer satisfaction, Customer loyalty, Quick service restaurants (QSRs)

© 2022 Rajesh Singh et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

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

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

KeywordsInnovative practices, Customer satisfaction, Customer loyalty, Quick service restaurants (QSRs)

© 2022 Rajesh Singh et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Keywords
Innovative practices, Customer satisfaction, Customer loyalty, Quick service restaurants (QSRs)