To establish a mediating effect of retained and satisfied employees in the relationship between service and marketing innovation and customer retention. The design/methodology/approach of this paper was Quantitative and causal research design and a positivist paradigm. Simple random sampling was used to sample data collected on 259 registered restaurants on the Ghana Tourism Authority database. The quantitative data were acquired by administration of a closed-ended questionnaire and analyzed with Structural Equation Modelling (SMART PLS 4). The research identified that there was a significant positive impact of service and marketing innovation on retained and satisfied employees, a positive and significant mediating role of satisfied and retained employees on marketing/service innovation, and customer retention. The conceptualization of that study revolves around marketing and service innovation, and it also has a customer retention model that increases our knowledge and gives fresh insights into the issues.
*Corresponding author: Correspondence: samowusu667@gmail.com
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