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Food Service Delivery and Consumer Preference of Fast-Food Restaurants in Port Harcourt

Authors: Ollor Helen, Y.; Adiele Sochinma, D.;

Food Service Delivery and Consumer Preference of Fast-Food Restaurants in Port Harcourt

Abstract

Understanding customers’ decisions toward preference of a brand such as Fast-Food Restaurant should be fundamental for the growth of any business. Every Customer wants to enjoy value for money and memorable dining experience. The purpose of this study is to find out the relationship between Food Service Delivery and Consumer Preference of Fast-food Restaurants in Port Harcourt. To establish this purpose, six Research Questions, Objectives and Hypotheses were formulated. Quantitative survey method was adopted. The population of the study consisted of customers of Fast Foods operating in Port Harcourt. A total of 10 hotels were selected from a sample size of 323 using Freund and William formula. An infinite sample size was determined. Questionnaire was adopted for the collection of data and Pearson’s Product Moment Coefficient was used in testing of hypotheses. The findings of the study revealed a positive Correlation between the dimensions of Food Service Delivery (Food Quality, Servicescape and Price). The measures of Customer Preference (Revisit Intention and Positive Word of Mouth). A significant relationship exists between the Independent Variables (Food Service Delivery and the Dependent Variables (Customer Preference). The study concluded that Managers should look out for elements that could influence Customer Decisions and take advantage by offering better Dining Experience Packages than the competitors. Managers should be innovative in Food Service Delivery; to meet the sophisticated and expectant customers. The study therefore, recommended that Managers should evaluate their Service Delivery Process, Pricing and feedback mechanisms and put them in place to improve and enhance Food Service Delivery.

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Keywords

Fast-Food, Restaurants, Food Service Experience, Consumer Decisions, Consumer Preference, Dining Experience, Food Service Delivery

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selected citations
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This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
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popularity
This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
BIP!Popularity provided by BIP!
influence
This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Influence provided by BIP!
impulse
This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
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