PREDICTORS OF CUSTOMER SATISFACTION IN FAST FOOD RESTAURANTS
PREDICTORS OF CUSTOMER SATISFACTION IN FAST FOOD RESTAURANTS

Summary/Abstract: No matter how long a company has been in operation, achieving customer satisfaction (CS) is the ultimate goal. Businesses are able to generate profits and succeed if their customers are delighted with the services they provide. The goal of the study, therefore, is to identify some factors that determine CS in FFRs in Delta State, Nigeria. Using a structured questionnaire, data were collected from 309 respondents drawn from 12 FFRs. Data analysis was based on inferential and descriptive statistics. From the results, the bulk of clients are unmarried men with an average age of 39, and 69% of them had tertiary education. The findings also show that though SQ is the main predictor, FQ, PV, and RE all significantly affect CS. Given the fierce competition in the market, managers of FFRs must make sure that the food they serve is consistently of high quality and offers good value for the money, while creating a visually appealing environment to minimize customers' complaints and switching behaviour.

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