ABSTRACT

The researcher examines the determinants of customer patronage of fast-food firms in Umuahia, Abia state, Nigeria. Data were obtained from the use of a structured questionnaire which was distributed to 382 respondents. Probit regression model and descriptive statistics were used for data analysis. However, the outcome of regression analysis in the study showed a positive and strong relationship between food quality and customer patronage. It was also concluded that a restaurant image exerts significant effect on customers’ patronage. The researcher recommends that fast-food management should opt for a trendy and classy image to attract consumers who are concerned about their personal image when dinning out. The researcher also recommends that management should seek to determine how to allocate their efforts and resources.

TABLE OF CONTENTS

Title page i

Declaration ii

Certification iii

Dedication iv

Acknowledgement v

List of tables vi

Table of content vii

Abstract ix

CHAPTER ONE: INTRODUCTION 

1.1 Background to the Study 1

1.2 Statement of the Problem 3

1.3 Objective of the Study 4

1.4 Research Questions 5

1.5 Hypothesis 5

1.6 Significance of the Study 6

1.7 Scope of the Study 6

1.8 Limitations of the Study 7

CHAPTER TWO: REVIEW OF RELATED LITERATURE

2.1 Conceptual Framework 8

2.1.1 The Trend in Fast-Food Industry in Nigeria and International World 8

2.2 Theoretical Framework 10

2.2.1 Theories on Customer Patronage 10

2.3 Empirical Review 12

2.4 Determinants of Customer Patronage 14

2.4.1 The Concept of Food Quality 14

2.4.2 The Concept of Perceived Value 16

2.4.3 The Concept of Service Quality 18

2.4.4 The Concept of Restaurant Image 19

2.4.5 The Concept of Environment 20

2.4.6 The Concept of Price 21

2.4.7 The Concept of Cleanliness 22

2.4.1 Effect of Food Quality on Customer Patronage 23

2.4.2 Effect of Perceived Value on Customer Patronage 24

2.4.3 Effect of Service Quality on Customer Patronage 26

2.6 Benefits of Customer Patronage for Fast-Food Firms 27

CHAPTER THREE: RESEARCH METHODOLOGY 

3.1 Research Design 29

3.2 Area of Study 29

3.3 Population of the Study 30

3.4 Sample Size and Sampling Procedure 30

3.5 Method of Data Collection 31

3.6 Validity of the Instrument 31

3.7 Reliability of the Instrument 32

3.8 Method of Data Analysis 32

3.9 Model Specification 33

3.9.1 Decision Rule 35

CHAPTER FOUR:

PRESENTATION OF DATA AND ANALYSIS 36

CHAPTER FIVE:

SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

5.1 Summary of Findings 47

5.2 Conclusion 48

5.3 Recommendation 49

References 51

Appendix 1 54