Abstract
The fast-food industry is a dynamic and continuously growing sector, marked by fierce competition and shifting customer expectations. Consequently, innovation has assumed the pivotal function in expanding customer service and guaranteeing triumph in commercial pursuits. This study examined the impact of innovation on customer service in fast-food establishments, focusing on McDonald's. The study examined the impact of different technical improvements and service innovations on consumer expectations and satisfaction levels, leading to a detailed understanding of the quality of fast-food service. The study also analysed the influence of external circumstances, such as the COVID-19 pandemic, on innovation strategies and service quality. The research study utilised a cross-sectional quantitative research design, in terms of which online-administered questionnaires were used to collect primary data from customers. The questionnaire, which was designed based on the SERVQUAL scale and the Schumpeterian theory, was tailored to the specific research objectives of the study. Based on 385 valid surveys, the study findings underscore the significance of balancing traditional service methods with innovative digital solutions to cater to a diverse customer base. It also highlights the importance of maintaining high standards in tangible aspects of service, investing in staff training, and continuously improving service delivery methods, particularly in the context of a recent global pandemic. The study concludes that the fast-food industry is dynamic and constantly evolving, and that enhancing service quality should be ongoing, considering the ever-evolving landscape of innovation, service and customer experience. The study has managerial implications for service quality and the quest to improve customer satisfaction.