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Influence of Service Quality on Guest Repeat Patronage in Fast Food Operation in Asaba, Delta State

Abamba, Emmanuel Monday, Onuzulike, Anita Chioma, Anyanwu, Dominic Ebere, Ph.D, Emechete, Ngozi Lucy

Abstract

The study focused on influence of service quality on guest repeat patronage in fast food operation in Asaba, Delta State. The objectives of the study are; to identify the dimensions of service quality in fast food operations, to determine the influence of identified service quality on guest repeat patronage in fast food operations and to identify the factors affecting service quality in fast food operations. To achieve the objective of the study, survey research design was adopted. The population for the study is customers in the selected fast food outlets in Asaba, Delta State. However, the population of customers is infinite. The sample size is 196 after adopting infinite formula. The data were collected using structured questionnaire. The data collected were analyzed using simple descriptive statistics such as frequencies, percentage, mean and standard deviation. The findings revealed that empathy, responsiveness, assurance, tangibility and reliability are the dimensions of service quality in fast food operations. The findings also revealed that there is high level of application of empathy, responsiveness, assurance, tangibility and reliability in fast food operations. Therefore, restaurant managers JHMTR must consider these elements to attract more loyal customers. The study also recommends that customers’ expectation has a significant effect on the customers’ perceived service quality and customers’ loyalty. Managers of the restaurants can affect their current and potential customers by adopting new strategies to keep them more satisfied and loyal to their restaurants.

Keywords

Service qualityGuest repeat patronageReliabilityTangibilityresponsivenessAssuranceEmpathy

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