Determinants Of Customer Patronage For Fast-Food Firms In Umuahia, Abia State, Nigeria. (Study Of Selected Modern Fast-Food Vendors In Umuahia Metropolis.)

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