CUSTOMER RELATIONSHIP AND CUSTOMER SATISFACTION OF FAST FOOD RESTAURANTS IN PORT HARCOURT
DOI:
https://doi.org/10.31150/ajebm.v4i3.501Keywords:
Customer Value, Customer Interaction, Customer Commitment, ReferralsAbstract
This study examined the relationship between customer relationship and customer satisfaction of Fast Food Restaurants in Port Harcourt. The cross-sectional research design was adopted by the researcher. The population of this study are customers of registered fast food restaurants in Port Harcourt. According to the Association of Fast Food and Confectionary of Nigeria (AFCON) Rivers State Branch, enlisted by the Rivers State Ministry of Commerce & Industry (Yellow Pages, 2016/2017) there are total of Fifty Two (52) registered and functional fast food restaurants in Port Harcourt. For convenience precision, the study therefore distributed two (2) copies of questionnaire each to these selected fast food restaurants to arrive at a total of 104 copies of questionnaire while convenience sampling techniques was adopted for this study. Spearman Rank Order Correlation Co-efficient was used to analyse and test the formulated hypotheses. The findings of the study established that a positive and significant relationship exist between the variables stablished that a positive and significant relationship exist between the variables. The study therefore concludes that the dimensions of customer relationship to a large extent influence customer satisfaction. It is therefore recommended that fast food restaurants should improve on their customer value which in turn increases customer satisfaction.
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Copyright (c) 2021 D. G. Ademe
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