Service Innovation and Customer Retention: The Indirect Effect of Employee Productivity. Insights from Ghanaian Restaurants
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The study aims to determine the mediating role of employee productivity on the relationship between service innovation and customer retention. This paper adopted a quantitative approach. Data collected from 259 registered restaurants on the Ghana Tourism Authority database were sampled using simple random. Data was collected using a closed-ended questionnaire and analysed using Structural Equation Modelling (SMART PLS 4). The study found that service innovation significantly and positively affected customer retention. In addition, employee productivity had a significant mediating effect on service innovation and customer retention. The paper presents a new perspective on how service innovation and customer retention are being viewed from the hospitality sectors.
