EFFECT OF PRODUCT INNOVATION ON CUSTOMER SATISFACTION AND CUSTOMERS’ BEHAVIOURAL INTENTIONS IN UPSCALE QUICK SERVICE RESTAURANTS(QSRS) IN ABA, ABIA STATE, NIGERIA

Abstract

The study investigated the direct effect of product innovation on customer satisfaction and customers’ behavioural intentions in upscale Quick Service Restaurants (QSRs) in the commercial nerve centre of Aba, Abia State, Nigeria.  The descriptive survey research design generated data from 150 customers who were dining in the QSRs during the survey. The study used a well-structured questionnaire with 15 scale items, in addition to four demographic items. The statistical result from the inferential analysis with the aid of SPSS revealed that customer satisfaction and customers’ behavioural intentions   towards the upscale QSRs is driven by product innovation. Thus the results showed that product innovation had positive significant effect n customer satisfaction, repurchase intentions and positive word of mouth communications. Entrepreneurs/managers operating upscale QSRs in the hospitality industry are expected to build capabilities in brand innovativeness   based on the needs and expectations of their target market.