SERVICE QUALITY AND CUSTOMERS PATRONAGE IN FAST FOOD OUTLETS IN AUCHI METROPOLIS, EDO STATE NIGERIA

Abstract

This study focuses on the effect of service quality and customers patronage in fast food outlets in Auchi Metropolic, Edo State Nigeria. Specifically, the study's aims to assess the influence of food quality on customer loyalty among fast food outlets in Auchi metropolis, to examine the influence of customer value on customer loyalty among fast food outlets and also to examine the impact of empathy service on repeated purchase among fast food outlets in Auchi. To achieve this objective, the study adopted a descriptive survey research drawn from an infinite population, of which a sample of 361 fast foods in Auchi metropolis was randomly selected using Cochran’s sample size technique. The data obtained through a structured questionnaire were analysed using both descriptive statistic and Pearson Product Moment correlation at 5% significance level. The findings reveal that there is positive significant relationship between quality food and customer loyalty. The findings further indicate positive correlation between customer value and customer patronage while there is also significant relationship between empathy service and customer repeated purchase in Auchi metropolis. The study therefore among others recommends that food outlets should prioritize and maintain high food quality standard to maintain customers loyalty and also fast food outlets should train their staffs on how to show empathy towards customers concerns and needs that will create a positive customer experience, leading to increased repeated purchases.