CUSTOMER EXPERIENCE AND CONSUMER BEHAVIOUR OF QUICK RESTAURANTS IN ABIA STATECUSTOMER EXPERIENCE AND CONSUMER BEHAVIOUR OF QUICK RESTAURANTS IN ABIA STATE
Abstract
The main objective of this study is to examine the effect of customer experience on customer patronage of quick restaurants in Abia State of Nigeria. The study employed a survey research design. The research focused on the customers of six (6) quick-service restaurants in Abia State of Nigeria. Convenience sampling was employed in the study. To test all hypotheses, a simple regression model was employed, through the SPSS software version 25.0. The study revealed that food quality positively and significantly affects customer patronage of quick restaurants in Abia State of Nigeria. Frontline functionality exerts positive and significant effect on customer patronage of quick restaurants in Abia State of Nigeria. Lastly, it was found that physical environment exerts positive and significant effect on customer patronage of quick restaurants in Abia State of Nigeria. It was concluded that customer experience exerts significant and positive effect on consumer behaviour of quick restaurants in Abia State of Nigeria. The study recommends that managers of quick restaurants in Abia State of Nigeria should accord service quality a high priority. The restaurants operators can focus on preparing and preserving food made from natural sources and devoid of artificial flavourings to increase brand choice.
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Published in UNIPORT JOURNAL OF BUSINESS, ACCOUNTING & FINANCE MANAGEMENT
ISSN: 1596-9911
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