Assessing the Impact of Innovative Practices on Customer Experience Satisfaction and Loyalty: A Study on Quick-Service Restaurants in North India


  • Priyanka Sharma Lecturer
  • Parikshat Singh Manhas
  • Rajani Sarangal



Innovation, Customer Experience, Customer Satisfaction, Customer Loyalty


The primary rationale of this paper is to understand the impact of Innovative practices (IP) on Customer Experience (CE) and Customer Satisfaction (CS) in the Quick Service Restaurant. Further, the study also tends to approach innovative practices (IP) on Customer Loyalty (CL). The primary data was collected from 462 customers of a QSR belonging to an international brand located in Northern India. The scale development procedure involved Exploratory factor analysis, and confirmatory factor analysis has been used to identify and confirm the factor. Further Structural equation modelling has been used to test the hypothesized relationships. The findings of this study proved that innovative practices positively affect customer experience and Customer satisfaction in quick-service restaurants. The findings further indicated a significant relationship between innovation and customer loyalty. Several studies have been conducted on different aspects of service Innovation. The current study is the first attempt to offer innovative practices influence on Quick Service Restaurants. The paper is helpful for both practitioners and academicians as it would help develop effective marketing and operational strategies for Quick Service Restaurants. Moreover, managers are encouraged to carefully consider innovative practices that will increase the customer experience and the satisfaction toward their service offerings.

Author Biographies

Parikshat Singh Manhas

Prof. (Dr.) Parikshat Singh Manhas is Professor, School of Hospitality and Tourism Management & Professor, The Business School, University of Jammu. He is also Coordinator, of Global Understanding Course at University of Jammu being run in collaboration with East Carolina University, USA and Coordinator, UGC - Innovative Programme.

He is also Promoter Director, University of Jammu Special Purpose Vehicle Foundation - A Section 8 Company, Director, Business Incubation and Innovation Centre, University of Jammu. He is also Regional Director – Asia and Eastern Europe for World Centre of Excellence for Destinations (UNWTO – Affiliate Member) and President – Commerce Management Association of India. He is also Fellow of the Australia India Institute, New Delhi. He has been a Visiting Professor to various International Institutions and has been a Commonwealth Fellow (2014), Hungarian Faculty Research Fellow (2013) and Shastri Indo-Canadian fellow (2009) and has authored 10 books and more than 100 research papers.


Rajani Sarangal

Dr. Rajani Kumari Sarangal is doctorate in management from University of Jammu and she has been working as lecturer in The Business School, University of Jammu. Her research interests include internal marketing, employee satisfaction, Student satisfaction, employee engagement and behavioural intentions. Her works has been published in journals such The Indian Journal of Commerce, Pacific Business Review International and Manthan: Journal of Commerce and Management. Her current research interests are talent management and innovation in hospitality sector.


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How to Cite

Sharma, P., Manhas, P. S. ., & Sarangal, R. . . (2022). Assessing the Impact of Innovative Practices on Customer Experience Satisfaction and Loyalty: A Study on Quick-Service Restaurants in North India. ASEAN Journal on Hospitality and Tourism, 20(2), 83-99.