The Effect of Disruptive Technology Application on Customer Patronage of Fast-Food Firms in Port Harcourt Metropolis

Owuso; Stephen Monima PhD; Ibama; Kellyiyi ChikaPhD; Agbadabina Ingowerikumo

doi:10.56201/ijmcs.v9.no7.2025.pg42.55

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The Effect of Disruptive Technology Application on Customer Patronage of Fast-Food Firms in Port Harcourt Metropolis

Owuso, Stephen Monima PhD, Ibama, Kellyiyi ChikaPhD, Agbadabina Ingowerikumo

Abstract

This study aimed to investigate the effect of disruptive technological applications, such as social media, integrated pos systems, and mobile ordering apps, on customer satisfaction in selected fast-food firms in Rivers State. disruptive technology application was used as the independent variable with social media, integrated pos system, and mobile ordering app as its dimensions. While customer satisfaction was used as the dependent variable, with repeat patronage as its measure. The population of this study is eighteen (18) fast-food firms in Port Harcourt Metropolis as listed by Nigeria Directory (BusinessList.com.ng). Since the population was small, the entire population was studied. However, three (3) staff consisting of the sales manager, advertising manager, and customer relationship manager of each of the eighteen fast-food firms, formed the study’s sample unit, thereby making a total of fifty-four (54) respondents who participated in this study. Indicating that 54 research instruments were sent out, of the 54 research instruments sent out, only 49 were returned useful. The study adopted the simple regression analysis model to test the research hypotheses. The findings revealed that all the dimensions of the independent variable had a significant and positive effect on the measure of the dependent variable. The study, therefore, concludes that disruptive technological application does have a significant effect on organizational patronage in Fast-Food firms in Port Harcourt Metropolis. The study therefore recommended that fast-food firms should engage customers via their social media platforms by providing updates and seeking to work on the feedback they got from their customers.

Keywords

Disruptive Technological ApplicationCustomer SatisfactionSocial Media

References

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The Effect of Disruptive Technology Application on Customer Patronage of Fast-Food Firms in Port Harcourt Metropolis

Abstract

Keywords

References

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