MEDIATING ROLE OF CUSTOMER EXPERIENCE BETWEEN INNOVATION AND PERFORMANCE: A STUDY OF QUICK SERVICE RESTAURANTS (QSRs)

  • Rajesh Singh School of Hospitality and Tourism Management (SHTM)
  • Rajani Kumari Sarangal University of Jammu
  • Priyanka Sharma School of Hospitality & Tourism Management (SHTM)
DOI: https://doi.org/10.33776/et.v10i2.4818

Keywords:

Innovation, Customer Experience, Customer Performance, Quick Service Restaurants

Abstract

The primary rationale of this study is to examine the impact of innovation on customer experience (CP) and customer performance (CP) in the Quick Service Restaurants (QSRs). The study further analyzes the impact of customer experience (CE) on customer performance (CP). Moreover, the study also tends to approach the mediating role of customer experience in between innovation and customer performance.  A total of 322 questionnaires were analyzed using exploratory factor analyses (EFA) and confirmatory factor analysis (CFA) to identify and confirm the various factors in the study respectively. Structural equation modeling has been used to test the relationship between the constructs. The study finds that innovation positively impacts CE and CP. Further, the study also verified that CE positively impacts CP and it acts as a partial mediator between CE and CP. Research is restricted to the QSRs of Jammu region which includes McDonald's, KFC, Domino's Pizza, and Pizza Hut. This study recommends the implementation of innovative practices in QSRs to enhance the CE that in turn will leads to higher CP in selected QSRs.

Downloads

Download data is not yet available.

Altmetrics

Author Biographies

Rajesh Singh, School of Hospitality and Tourism Management (SHTM)

Rajesh Singh having research interests in Innovation, hospitality and Tourism destination management, is a Ph.D candidate at School of Hospitality and Tourism Management (SHTM), University of Jammu. He holds Masters in Hospitality and Tourism Management from School of Hospitality and Tourism Management, University of Jammu.

Rajani Kumari Sarangal, University of Jammu

Dr. Rajani Kumari Sarangal is doctorate in management from University of Jammu and she has been working as a contractual lecturer in The Business School, University of Jammu. Her research interests include internal marketing, employee satisfaction, student satisfaction, employee engagement and talent management. Her research papers have also been presented and published in National and International Journal. Her current research interests are talent management and innovation in hospitality sector.

Priyanka Sharma, School of Hospitality & Tourism Management (SHTM)

Dr. Priyanka Sharma has been working as a contractual lecturer in School of Hospitality and Tourism Management, University of Jammu. She holds Professional Masters in Hospitality and Tourism Management from University of Jammu. Besides this, she has also done post graduate diploma in Disaster management. She has 5 years of teaching experience at graduate and post graduate level. Her research papers have also been presented and published in National and International Journal. Her research interests are Peace Tourism, Border Tourism, Innovation and Conflict resolution.

References

Published
2020-12-16
How to Cite
Singh, R., Sarangal, R. K., & Sharma, P. (2020). MEDIATING ROLE OF CUSTOMER EXPERIENCE BETWEEN INNOVATION AND PERFORMANCE: A STUDY OF QUICK SERVICE RESTAURANTS (QSRs). ENLIGHTENING TOURISM. A PATHMAKING JOURNAL, 10(2), 239-269. https://doi.org/10.33776/et.v10i2.4818
Issue
Vol. 10 No. 2 (2020): July-December
Section
RESEARCH PAPERS
Authors who publish in this journal agree to the following terms:
 
*Authors retain the copyright of their work and grant the journal right of its first publication under a Creative Commons License, in the following terms: https://creativecommons.org/licenses/by-nc-sa/4.0/
 
This allows others to share the work with an acknowledgement of its authorship and initial publication in this journal.
 
*Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the version of the work published in this journal (e.g., post it in an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
 
*Once published in this journal, authors are permitted and encouraged to post their work online (e.g., in academic/scientific repositories or in their websites), as this can lead to a greater number of citations.