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

Q3 Business, Management and Accounting Enlightening Tourism Pub Date : 2020-12-16 DOI:10.33776/et.v10i2.4818

R. Singh, R. Sarangal, Priyanka Sharma

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引用次数: 2

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.

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顾客体验在创新与绩效之间的中介作用:基于快餐店的研究

本研究的主要目的是探讨创新对快餐店顾客体验和顾客绩效的影响。本研究进一步分析顾客体验(CE)对顾客绩效(CP)的影响。此外，本研究也倾向于探讨顾客体验在创新与顾客绩效之间的中介作用。采用探索性因子分析(EFA)和验证性因子分析(CFA)对322份问卷进行分析，分别识别和确认研究中的各种因素。结构方程模型已被用来检验构式之间的关系。研究发现，创新对顾客满意度和顾客满意度有正向影响。进一步，研究还验证了顾客满意度对顾客满意度有正向影响，并在顾客满意度和顾客满意度之间起部分中介作用。研究仅限于查谟地区的快餐店，包括麦当劳、肯德基、达美乐披萨和必胜客。本研究建议在qsr中实施创新实践，以提高CE，进而提高所选qsr的CP。

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