INVESTIGATION OF DETERMINANTS OF CONSUMERS’ SATISFACTION AMONG FAST FOOD MARKETS IN DELTA STATE, NIGERIA
This study investigates consumers´ satisfaction index and its determinants in fast food markets in Asaba, Delta State. The investigation of consumer’s satisfaction is the first step in evaluating the performance of fast food markets. Specifically, the study determined Consumers Satisfaction Index (CSI) and factors that significantly influence it in fast food markets. Cross sectional data obtained with structured questionnaire from randomly selected 130 consumers were subjected to analysis using descriptive statistics, correlation and multiple regression analysis. The result indicated a Consumers Satisfaction Index of 60%. Test of hypothesis indicated that there is significant relationship between product price and the quality of satisfaction/utility derived by consumers of fast food.. Further result indicated that price and attitudes of marketers towards customers were the significant determinants (p<0.05) of consumers´ satisfaction of fast food in the study area. The study concluded that consumers´ satisfaction level is the bedrock of customer´s loyalty, continuous patronage and better marketing performance. It was recommended that fast food marketers should operate with moderate prices and better attitude towards customers at the counter in their strategic marketing plan.
Anahtar Kelimeler:
satisfaction index, consumer, fast food, markets.
INVESTIGATION OF DETERMINANTS OF CONSUMERS’ SATISFACTION AMONG FAST FOOD MARKETS IN DELTA STATE, NIGERIA
This study investigates consumers´ satisfaction index and its determinants in fast food markets in Asaba, Delta State. The investigation of consumer’s satisfaction is the first step in evaluating the performance of fast food markets. Specifically, the study determined Consumers Satisfaction Index (CSI) and factors that significantly influence it in fast food markets. Cross sectional data obtained with structured questionnaire from randomly selected 130 consumers were subjected to analysis using descriptive statistics, correlation and multiple regression analysis. The result indicated a Consumers Satisfaction Index of 60%. Test of hypothesis indicated that there is significant relationship between product price and the quality of satisfaction/utility derived by consumers of fast food.. Further result indicated that price and attitudes of marketers towards customers were the significant determinants (p<0.05) of consumers´ satisfaction of fast food in the study area. The study concluded that consumers´ satisfaction level is the bedrock of customer´s loyalty, continuous patronage and better marketing performance. It was recommended that fast food marketers should operate with moderate prices and better attitude towards customers at the counter in their strategic marketing plan.
Keywords:
satisfaction index, consumer, fast food, markets.,
___
- Benjamin Schneider and David Bowen,(1995) Winning the Service Game (Boston: Harvard Business School Press, 3.
- Center for the study for Social Policy (2007), Customer Satisfaction Improving Quality and access to Services and Supports in Vulnerable Neighborhoods; What The Research Tells Us. CSSP: Washington .c. 21-22
- Cuma, A , Gulgun Y. T, Aykut, G. (2007), Consumer characteristics influencing fast food consumption in Turkey, Food Control 5 (7).
- David, O.and Peter, P. (2001), The Reinventor’s Fieldbook: Tools for Transforming Your Government (Indianapolis: John Wiley & Sons, 332.
- Finkelstein, J. (1989). Dining out: A sociology of modern manners. Cambridge, UK: Policy Press.
- Hague, P. Z. and Hague, N. (2017), Customer Satisfaction Surveys Research: How to Measure CSAT, BSB International
- Hanson, R. (2002). Turkey HRI food service sector report 2002. USDA Foreign Agricultural Service Gain Report #TU2012. Available from http://fas.usda.gov. Accessed: 16/07/2009 11:39
- Mankiw, N. G. (2006) The Macroeconomist as Scientist and Engineer, The Journal of Economic Perspectives, 20,(4) pp. 29-46 http://www.jstor.org/stable/30033682
- Murray, R. B. & Zentner, I.P. (2001). Health Promotion Strategies Through The Life Span. 7th Edition New Jersey: Prentice Hall.
- Nweke. (2001):UAC Food: Drive In A New Direction´ Food Digest 3.
- Oliver, R. L. (1997), Satisfaction: A Behavioural Perspective on the Consumer, New York: McGraw Hill.
- Olutayo A.O. Akanle (2009). Fast Food In Ibadan: An Emerging Consummation Pattern Africa 79(2) 2009
- Park, C. (2004). Efficient or enjoyable? Consumer values of eating-out and fast restaurant consumption in Korea. International Journal of Hospitality Management, 23, 87–94.
- Siskos, Y and E. Grigoroudis (2002), Measuring Customer Satisfaction for various services using multicriteria analysis In D. Bouyssou, E. Jaquet-Lagreze, P. Perny, R.Sllowinski, D. Vanderporten and P.Viricke editors, Aiding Decision with multiple criteria: Essays in honour of Berrord Roy, pp 477-482; Kluwer Academic Publishers: Dordrecht.
- Siskos, Y, N.F.Matsatsinis and G.. Baourakis (2001). Multiple Criteria analysis in agricultural marketing: The case of fresh Olive Oil market; European Journal of Agricultural Research 130 (2): 315-331.
- Zeithami P.A (1988). A Conceptual Model of Service Quality And its Implication For Future Research. Journal of Marketing Research 49,41- 50
- ISSN: 2602-2192
- Başlangıç: 2017
- Yayıncı: Ordu Üniversitesi