Evaluating the relative impacts of operations management versus marketing on Quick Service Restaurants (QSR)performance: A case study of the Laudian Group
Ruan Strauss · Abner Mthembu · Alexander Oluka
International Journal of Research in Business and Social Science · 2026 · Vol. 15 / Issue 3 · 54-61
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Abstract
This paper evaluates the relative effects of operations management and marketing on the performance of businesses. It aims to demonstrate how the integration of these two functions enhances customer satisfaction, brand loyalty, and sustainable growth. Employing a qualitative, exploratory research design, the study collected primary data through semi-structured interviews with managerial and operational staff, complemented by secondary data for validation. Thematic analysis was used to interpret the findings. Results reveal that efficient operations management—through process optimisation, resource utilisation, and quality control—significantly improves service consistency and customer satisfaction; strategic marketing initiatives, including personalised and data-driven campaigns, enhance brand visibility and loyalty; and the integration of these functions yields superior performance outcomes. The study concludes that aligning operational efficiency with innovative marketing strategies is critical for sustaining competitive advantage and long-term success in the dynamic QSR industry.
Keywords: {'name': 'Operations Management, Marketing, QSR Performance, Customer Loyalty, Sustainability'}
Authors & affiliations
Ruan Strauss
Regent Business School
Abner Mthembu
Regent Business School
Alexander Oluka
Regent Business School
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