Title: Service quality and customer satisfaction: the moderating effect of innovation at KFC

Authors: George Amoako; Albert Martins; Felicia de Heer; Livingstone Divine Caesar

Addresses: University of Professional Studies, Accra P.O. Box LG 149, Accra, Ghana ' University of Professional Studies, Accra P.O. Box LG 149, Accra, Ghana ' Central University, P.O. Box DS 2310, Dansoman, Accra, Ghana ' Department of Management, SBS Swiss Business School, Switzerland

Abstract: The study investigates how service quality impacts customer satisfaction in the fast food service industry in an emerging market. Data was collected from 500 sampled customers who buy and enjoy the products and services provided by KFC. This study used structural equation modelling (SEM) as inferential statistical technique. Service quality has a significant positive effect on customer satisfaction. Innovation moderates the relationship between service quality and customer satisfaction. The study provides new understanding of how corporate resources can be employed from a resource-based view (RBV) perspective to sustain customer satisfaction in the fast food industry in an emerging market. The results of the study indicate that the impact of service quality on customer satisfaction is stronger in restaurants with high innovations and low in other places with low innovations. Thus, managers of fast food restaurants must introduce innovative ways of serving customers in order to boost customer satisfaction.

Keywords: service quality; innovation; customer satisfaction; Ghana.

DOI: 10.1504/IJBEX.2025.146053

International Journal of Business Excellence, 2025 Vol.36 No.1, pp.70 - 92

Received: 07 Jan 2021
Accepted: 15 Jun 2021
Published online: 06 May 2025 *

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