The Influence of Service Marketing Mix on Customer Choice of Repeat Purchase of Restaurant in Kumasi, Ghana

Abstract

The study focuses on the influence of service marketing mix on customers’ choice of registered restaurants in the Kumasi Metropolis-Ghana. Nine service marketing mix attributes have been identified by many scholars but the study focused on 7ps, including product, price, place, process, promotion, people and physical evidence. The study used quantitative research approach and primary data were collected through administration of questionnaire to 293 customers of five registered restaurants in the Kumasi Metropolis. The restaurants were stratified into grade 1, grade 2 and grade 3 restaurants and 1 restaurant was selected from grade 1, 2 restaurants were from grade 2 and 3 each. The data collected were analyzed with the use of Statistical Package for Social Sciences (SPSS) and Chi-square and Pearson’s Correlation Coefficient were used to test independency and relationship of service marketing mix and customer choice of repeat purchase. Process (χ²=96.465; p<0.01) had the greatest influence on customer’s decision to repeat purchase. All other attributes, except place significantly influence decision to repeat purchase. The study recommended that restaurant operators should limit investment on opening of many branches but they should think of making the existing ones more accessible using signage to direct customers. Restaurants operators should increase their investment on the extended 3p’s (process, people and physical evidence), especially process by ensuring speedy delivery of service, home delivery and having opening and closing time consistent with customers’ life style.

Keywords: Service marketing mix, customer choice,