Godswill Agu Agu, Innocent Ndu Kalu, Chimaobi Agaeze


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.


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

Full Text:



Agu, G. A. (2015). “Customer Complaint Behaviour In The Service Industry: A Study Of The Customers Of The Organized Road Transport Firms In Imo State”. A Ph.D. Thesis, Abia State University, Nigeria.

Agu, G. A., Madumere, H. I., Etuk, S. and Kalu, I. N. (2015) “Rating of Factors Influencing Subscribers’ Loyalty to GSM Network Providers in South East Nigeria”. Journal of Business and Value Creation, Vol. 4. No. 2.

Agu, G.A and Okpara, G.S (2015) “ Comparative Complaint Management Strategies in the Organized Road Transport Firms in Imo State”. Journal of Marketing Research, Vol.4 No. 1.

Ali, F., Omar, R., & Amin, M. (2013). An examination of the relationships between physical environment, perceived value, image and behavioural Intentions: A SEM approach towards Malaysian resort hotels. Journal of Hotel and Tourism Management, 27(2), 9-26.

Al-Tit, A. A. (2015). The effect of service and food quality on customer satisfaction and hence customer retention. Asian Social Science, 11(23), 129-139.

Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of Marketing, 58(3), 53-66.

Anyanwu, A. (2008) “Service Recovery Strategies” In Nwokah, G N and Anyanwu, A (ed), Contemporary Book on Services Marketing. Owerri: Avan Global Press.

Anyanwu, A. (2013) Marketing Management and Strategy. Owerri: Avan Global Publications

Azim, A., Shah, N. A., Mehmood, Z., Mehmood, S., & Bagram, M. M. M. (2014). Factors effecting the customer‟s selection of restaurants in Pakistan. International Review of Management and Business Research, 3(2), 1003-1013.

Beristain, J. J., & Zorrilla, P. (2011). The relationship between store image and store brand equity: A conceptual framework and evidence from hypermarkets. Journal of Retailing and Consumer Services, 18(6), 562-574.

Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57-71.

Bolton, L. E., Warlop, L., & Alba, J. W. (2003). Consumer perceptions of price (un) fairness. Journal of Consumer Research, 29(4), 474-491.

Booms, B. & Bitner (1981). Marketing Strategies and Organizational Structures for Service Firms. Marketing of Services, James H. Donnelly and William R. George, eds. Chicago: American Marketing Association, 47-51.

Borden, N. H. (1984) The concept of marketing mix, Journal of Advertising Research, 1 (9), 2-7.

Briesch, R. A., Krishnamurthi, L., Mazumdar, T., & Raj, S. P. (1997). A comparative analysis of reference price models. Journal of Consumer Research, 24(2), 202-214.

Busch, P and Houston, M (1985) Marketing: Strategic Foundations; Illinois: Richard D. Irwin Inc.

Campbell, M. C. (1999). Perceptions of price unfairness: Antecedents and consequences. Journal of Marketing Research, 36(2), 187-199.

Canny, I. U. (2014). Measuring the mediating role of dining experience attributes on customer satisfaction and its impact on behavioral intentions of casual dining restaurant in Jakarta. International Journal of Innovation, Management and Technology, 5(1), 25-29.

Chernev, A. (2001) The Impact of Common Features on Consumer Preferences: A Case of Confirmatory Reasoning. JOURNAL OF CONSUMER RESEARCH, Inc. ● Vol. 27 ● March 2001

Choi, W. S., Heo, J. S., & Kim, M. J. (2012). Effects of physical environment on brand loyalty and moderated effects of brand image. International Proceedings of Economics Development and Research, 56(12), 57-61.

Clemes, M. D., Gan, C., Kao, T. H., & Choong, M. (2008). An empirical analysis of customer satisfaction in international air travel. Innovative Marketing, 4(2), 50-62.

Cronin, J. J., & Taylor, S. A. (1992). Measuring service quality: Are-examination and extension. Journal of Marketing, 56(3), 55-68.

Dapkevičius, A., & Melnikas, B. (2009). Influence of price and quality to customer satisfaction: Neuromarketing approach. Mokslas: LietuvosAteitis, 1(3), 17-20.

Dube, L., Renaghan, L. M., & Miller, J. M. (1994). Measuring customer satisfaction for strategic management. Cornell Hotel and Restaurant Administration Quarterly, 35(1), 39-47.

Gagić, S., Tešanović, D., & Jovičić, A. (2013). The vital components of restaurant quality that affect guest satisfaction. Turizam, 17(4), 166-176.

Gregory, S. R., Smith, K. D., & Lenk, M. M. (1997). Factors contributing to internal customer satisfaction and commitment in quick service restaurants. Journal of Restaurant and Foodservice Marketing, 2(4), 21-47.

Haery, F. A., & Badiezadeh, M. (2014). Studying the effect of food quality dimensions (physical environment, food and services) on mental image of the restaurant and customers' satisfaction and intentions based on Kisang's Model. International Journal of Academic Research in Business and Social Sciences, 4(7), 415-424.

Haider, M. U., Jan, F. A., Jan, M. F., & Jan, M. F. (2010). Factors effecting brand preferences: A comparative study of McDonald‟s and KFC. Abasyn Journal of Social Sciences, 5(2), 28-42.

Hair, J., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th edition). Upper saddle River, New Jersey: Pearson Education International.

Hanaysha, J., & Hilman, H. (2015). Examining the role of service quality in relationship quality creation: Empirical insights from Malaysia. Mediterranean Journal of Social Sciences, 6(4), 458-465.

Hansemark, O. C., & Albinsson, M. (2004). Customer satisfaction and retention: The experiences of individual employees. Managing Service Quality: An International Journal, 14(1), 40-57.

Hassan, M., Hassan, S., Nawaz, M. S., & Aksel, I. (2013). Measuring customer satisfaction and loyalty through service fairness, service quality and price fairness perception: an empirical study of Pakistan Mobile telecommunication sector. Journal Science International-(Lahore), 25(04), 971-980.

Herrmann, A., Xia, L., Monroe, K. B., & Huber, F. (2007). The influence of price fairness on customer satisfaction: an empirical test in the context of automobile purchases. Journal of Product & Brand Management, 16(1), 49-58.

Homburg, C., & Stock, R. M. (2004). The link between salespeople‟s job satisfaction and customer satisfaction in a business-to-business context: A dyadic analysis. Journal of the Academy of Marketing Science, 32(2), 144-158.

Hui, E. C., & Zheng, X. (2010). Measuring customer satisfaction of FM service in housing sector: A structural equation model approach. Facilities, 28(5), 306-320.

Kalu, I. N. (2015) “Service Quality and Marketing Performance of Hotels in Abia and Imo States”. A Ph.D. Thesis: Department of Marketing, Abia State University, Uturu.

Okpara, G. S., Agu, G. A. and Benson-Eluwa, V. (2015) “Positioning and Customer Perception: A Study of GSM Customers in South East Nigeria”. Journal of Business and Value Creation, Vol. 4. No. 1.

Tuzunkan D, Albayrak A (2016) The Importance of Restaurant Physical Environment For Turkish Customers. J Tourism Res Hospitality 5:1. doi:10.4172/2324-8807.1000154


  • There are currently no refbacks.

ISSN (Print): 2276-8645


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.