Service quality and customer satisfaction in selected Southwest Nigerian fast food restaurants
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Date
2019
Authors
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Journal ISSN
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Publisher
Management and Accounting,Obafemi Awolowo University
Abstract
This study determined the level of customer satisfaction in Nigerian fast food restaurants and analyzed customer’s perception of service quality in the Nigerian restaurants. It also examined the factors enhancing customer’s repeat patronage and investigated the influence of service quality on customer satisfaction in Nigerian fast food restaurants. These were with the view to providing empirical information on how service quality enhanced customer satisfaction in Nigerian fast food restaurants.
Primary data were sourced for this study. The data were sourced through administration of questionnaire and conduct of in-depth interview. The study population consisted of Southwest Nigerian fast food restaurant customers and some members of staff. Multi-stage sampling technique was used for the study. At the first stage, three Southwest Nigerian States namely; Lagos, Ogun and Oyo were purposively selected because of the high economically active working class population and the concentration of fast food restaurants therein. At the second stage, 10 fast food restaurants were selected from each of the three States using stratified random sampling considering the organizational size and type of food products offered for stratification. At the third stage, the first 20 consenting customers in each of the selected restaurants were sampled using convenience sampling technique, thus resulting in a total of 600 copies of the questionnaire being administered on the respondents. In addition, twenty judgmentally selected customers and ten purposively selected employees of fast food restaurants were also interviewed. Data collected were analyzed using frequency, simple percentages factor analysis and ordered logistic technique.
The results showed a high level of customer satisfaction (78%) in Nigerian fast food restaurants with high propensity for repeat patronage. The results also showed that customers’ perception of service quality included employee competence (73.2%), employee interpersonal skills (66.5%), employee complaints management capability (54.3%), restaurant hygiene (69.6%), signage (67.7%), interior design and ambience (76.2%), menu quality (66.8%), product pricing (70.4%) and waiting time (70.2%). Furthermore, the results showed that the major factors enhancing customer’s repeat patronage of fast food restaurants were food quality (74.5%), location and convenience of reach (72.9%), secured environment (70.6%) and price (70.3%). Finally, the results showed that service quality measured by interaction quality (t=7.696; p<0.05), physical environment quality (t=1.963; p<0.05) and outcome quality (t=5.320; p<0.05) had significant influence on customer satisfaction.
The study concluded that service quality enhanced customer satisfaction in Southwest Nigerian fast food restaurants.
Description
xiv,204p
Keywords
Restaurants, Fast food, Customer, Customer satisfaction, Service quality
Citation
Alao,O.O(2019).Service quality and customer satisfaction in selected Southwest Nigerian fast food restaurants. Obafemi Awolowo University