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Socio-demographic factors as predictors of customer loyalty to fast food restaurants in Delta State, Nigeria

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Main Authors: Inoni, O. Rita, Olannye, A. P., Gladson-Nwokah, N.
Other Authors: inonior@gmail.com
Format: Article
Language:English
Published: School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis (UniMAP) 2017
Subjects:
Fast food restaurants
Customer loyalty
Demographic factors
Multiple regressions
Multiple comparisons
Delta State, Nigeria
Online Access:http://dspace.unimap.edu.my:80/xmlui/handle/123456789/50008
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spelling my.unimap-500082018-07-24T02:50:59Z Socio-demographic factors as predictors of customer loyalty to fast food restaurants in Delta State, Nigeria Inoni, O. Rita Olannye, A. P. Gladson-Nwokah, N. inonior@gmail.com paolannye@delsu.edu.ng gladsonnwokah@yahoo.com Fast food restaurants Customer loyalty Demographic factors Multiple regressions Multiple comparisons Delta State, Nigeria Link to publisher's homepage at http://ijbt.unimap.edu.my Customer loyalty is a competitive tool and a major driver of survival and success in many retail business organizations. Improvement in social and economic development in Delta State, Nigeria the past decade has resulted in rapid expansion in the fast food restaurants (FFRs) industry. However, the emergence of new operators has made competition so intense that operators are seeking measures to expand their market share and retain existing customers. The study examined socio-demographic factors that influence customer loyalty to fast food restaurants (FFRs) in Delta State, Nigeria. Primary data for this study were obtained from a survey of a cross-section of customers of FFRs in five (5) urban centres in with the aid of a structured questionnaire. 200 copies of the questionnaire were administered to customers in 10 FFRs that were randomly drawn from a list of 13 major restaurants operating in the State. The findings showed a mean age of 31 years for customers; 62.3% of them were single; while the average duration of patronage is 17 months. Multiple regression results indicated that monthly income, dining frequency, customer satisfaction, perceived value, service and food quality have positive and statistically significant effects, with food quality as the dominant predictor of customer loyalty; but the influence of educational status was negative. Significant differences existed in customer loyalty among the FFRs. The authors recommend that restaurateurs should improve on the quality of food and services in order to win the loyalty of their customers and remain in business. 2017-10-23T04:30:02Z 2017-10-23T04:30:02Z 2016-10 Article International Journal of Business and Technopreneurship, vol.6(3), 2016, pages 451-472 2231-7090 2232-1543 (online) http://dspace.unimap.edu.my:80/xmlui/handle/123456789/50008 http://ijbt.unimap.edu.my en School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis (UniMAP)
institution Universiti Malaysia Perlis
building UniMAP Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Perlis
content_source UniMAP Library Digital Repository
url_provider http://dspace.unimap.edu.my/
language English
topic Fast food restaurants
Customer loyalty
Demographic factors
Multiple regressions
Multiple comparisons
Delta State, Nigeria
spellingShingle Fast food restaurants
Customer loyalty
Demographic factors
Multiple regressions
Multiple comparisons
Delta State, Nigeria
Inoni, O. Rita
Olannye, A. P.
Gladson-Nwokah, N.
Socio-demographic factors as predictors of customer loyalty to fast food restaurants in Delta State, Nigeria
description Link to publisher's homepage at http://ijbt.unimap.edu.my
author2 inonior@gmail.com
author_facet inonior@gmail.com
Inoni, O. Rita
Olannye, A. P.
Gladson-Nwokah, N.
format Article
author Inoni, O. Rita
Olannye, A. P.
Gladson-Nwokah, N.
author_sort Inoni, O. Rita
title Socio-demographic factors as predictors of customer loyalty to fast food restaurants in Delta State, Nigeria
title_short Socio-demographic factors as predictors of customer loyalty to fast food restaurants in Delta State, Nigeria
title_full Socio-demographic factors as predictors of customer loyalty to fast food restaurants in Delta State, Nigeria
title_fullStr Socio-demographic factors as predictors of customer loyalty to fast food restaurants in Delta State, Nigeria
title_full_unstemmed Socio-demographic factors as predictors of customer loyalty to fast food restaurants in Delta State, Nigeria
title_sort socio-demographic factors as predictors of customer loyalty to fast food restaurants in delta state, nigeria
publisher School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis (UniMAP)
publishDate 2017
url http://dspace.unimap.edu.my:80/xmlui/handle/123456789/50008
_version_ 1643804054032220160
score 13.222552

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