IMPACT OF SERVICE QUALITY OF SELECTED FAST-FOOD RESTAURANTS IN LAGOS STATE ON CUSTOMER PATRONAGE – Caleb University Journal

IMPACT OF SERVICE QUALITY OF SELECTED FAST-FOOD RESTAURANTS IN LAGOS STATE ON CUSTOMER PATRONAGE

Publication Date : 23/12/2023

DOI: 10.26772/cijds-2023-06-02-04


Author(s) :

Sodeke, A. O., Opeoluwa, O. A., Eletu, A. A..


Volume/Issue :
Volume 6
,
Issue 2
(12 - 2023)



Abstract :

The provision of excellent customer service is a vital aspect in the growth of a fast-food business. The purpose of this study was to look into the impact of the quality of service on consumer patronage of chosen fast-food restaurants in Lagos State. The study used survey research design, with the target audience consisting of customers of fast-food restaurants in Lagos State. 6 fast-food outlets were randomly selected in each of Lagos State's 3 senatorial zones. The analysis used both descriptive and inferential statistics. The population was assumed to be infinite, sampling quotas was employed to select a sample of 240 participants. Individually, reliability (𝛽2=0.280, p=0.000) and responsiveness (𝛽3=0.370, p=0.000) were discovered to have a considerable favorable impact on client patronage. Tangibility, on the other hand, has a favorable but small impact on consumer patronage (𝛽1=0.058, p=0.271). The study suggests that fast-food management consider the tangibility aspect of service quality.


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