The Effect of Non-Technological Food Service Innovation Dimensions on Value Creation in Restaurants within Hotels in Nairobi County, Kenya

Abstract

The study aimed to find out the effect of non-technological food service innovation dimensions on value creation. The study used a cross-sectional descriptive survey research design, which involved the 2016 TRA-registered hotels in Nairobi County. Multistage stratified sampling, purposeful, and random sampling techniques were used with a sample size of 385 respondents. Data collection instruments included questionnaires, interview guide, and observation-checklist, with a response rate of 82.9%. The coded data was analysed using descriptive and inferential statistical data analytical methods. Hypotheses were tested using multinomial regression, t-test and chi-square. Results indicated that in the new service concept dimension, restaurant atmosphere was the highest in enhancing customer satisfaction while in new client interface   it was new restaurant equipment. Restaurant management greatly enhanced customer satisfaction in the new delivery system dimension, inline withthis the new service concept restaurant atmosphere were the highest factors in cost reduction. Restaurant management and food service procedures were the highest factors in cos reduction in the new delivery system and new client interface dimensionsin addition, non-technological food service innovation dimensions had a significant relationship with value creation in restaurants (p-value of 0.00). The study recommends original, singular, radical innovations that are difficult to imitate. The study further recommends a new approach to restaurant management”with innovation in strategy geared towards new concepts, customer experience, and front-line employees.