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All Journal ASEAN Journal on Hospitality and Tourism
Parikshat Singh Manhas
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Humanities Engineering Social Sciences

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Assessing the Impact of Innovative Practices on Customer Experience Satisfaction and Loyalty: A Study on Quick-Service Restaurants in North India Priyanka Sharma; Parikshat Singh Manhas; Rajani Sarangal
ASEAN Journal on Hospitality and Tourism Vol. 20 No. 2 (2022):
Publisher : Centre For Tourism Planning and Development

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5614/ajht.2022.20.2.06

Abstract

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.
Tourism for Peace and Community Engagement: A Soft Power Approach to Conflict Resolution Priyanka Sharma; Parikshat Singh Manhas; Ranjeet Singh; Faheem Ashraf
ASEAN Journal on Hospitality and Tourism Vol. 21 No. 3 (2023):
Publisher : Centre For Tourism Planning and Development

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5614/ajht.2023.21.3.03

Abstract

The study analyses the soft power approach to conflict resolution using tourism and community involvement initiatives. This study investigates the impact of Peace through Tourism (PTT) and Community participation (CP) on Conflict resolution (CR) in Border destinations of Jammu and Kashmir (UT) in order to explore the possibilities of promoting just, peaceful, and inclusive societies, as articulated by Sustainable Development Goal 16 (SDG 16). Using community involvement and tourism as a means to greatly minimise conflict of all kinds as the main objective, about 340 residents of border towns were polled with questionnaires. Exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modelling (SEM) were employed to test and validate the study's assumptions about the relationships between variables. Current research findings suggest that peace through tourism plays a key role in resolving conflict at destinations and may play a supportive role in building peace on a global and local scale. The results also showed that community participation in tourism development has a big effect on resolving conflicts and that community participation lets locals enjoy the benefits of tourism activities and gives them the power to improve their skills through small business ventures. The paper gives suggestions for how different groups can help build peace through cooperative tourism projects and community interaction based on tourism.
Co-Authors Faheem Ashraf Priyanka Sharma Rajani Sarangal Ranjeet Singh