Service Quality and Customer Loyalty of Fast Food Firms in Port Harcourt
Abstract
The study examined the relationship between service quality and customer loyalty at fast food firms in Port Harcourt. The study adopted a correlation survey research design, and the population of the study consists of 39 fast food restaurants. The population of the study was adopted as the sample size of the study since it is not too large for a study. To generate data for the study, one hundred and ninety-five (195) copies of a questionnaire were given to the 39 fast food restaurants, five (5) copies per firm. A total of one hundred and ninety-five (195) respondents were used as the study subjects. The questionnaire was structured on a four-point rating scale, which ranged from "strongly agreed, "agreed, "disagreed, and "strongly disagreed." The data collected from the respondents were analyzed statistically, and the Spearman rank-order correlation coefficient was used to test the formulated hypotheses. The analysis revealed that empathy showed a very strong and significant relationship with customer loyalty to fast food firms in Port Harcourt, and service responsiveness equally showed a very strong and significant relationship with customer loyalty to fast food firms. The study concluded that being responsive and being empathic with customers’ by giving them undivided attention, understanding their needs, and having their interests at heart have a significant effect on customer loyalty. The study recommends that fast food staff should be empathic by giving customers their undivided attention and understanding their needs, as these would make them loyal to the firm, and fast food firms should endeavor to respond to customers’ requests as quickly as possible and be consistent in rendering quality services to customers.
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