FAST FOOD RESTAURANT IMAGE AND SUSTAINABLE CUSTOMER LOYALTY IN A PERIOD OF ECONOMIC RECESSION

Godswill Agu Agu, Innocent Ndu Kalu, Chimaobi Agaeze

Abstract


This study investigates the relationship between fast food restaurant image and customer loyalty in a period of economic recession using four restaurants in Umuahia, Abia State. Conceptualizing restaurant image by restaurant (environment, convenience, merchandize and personnel), and customer loyalty by the five Rs model, the study used structured questionnaire to measure the perceptions of selected customers on the extent of relationship. The SPSS simple regression analysis revealed that the four attributes are significant predictors of customer loyalty. The study recommends among others that fast food firms should Leverage these key attributes to enhance their competitiveness, customer patronage, satisfaction and ultimately, loyalty.


Keywords


Fast Food Restaurant, Store Image, Customer Loyalty, 5Rs Model

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