Customer Satisfaction in Fast Food Restaurants in Ibadan Metropolis

Abstract

This study assessed the factors affecting customer satisfaction and its effect on repurchase intention at selected Fast Food Restaurants (FFRs) in Ibadan metropolis, Nigeria. Primary data were obtained by administering structured questionnaire on a cross-section of 147 Customers of Fast Food Restaurants (CFFRs) who patronized FFRs. Multistage random sampling technique was employed to select seven (7) FFRs from the metropolis. The respondents’ satisfaction level towards FFRs was obtained on Five point Likert scale. Each respondent’s satisfaction level was then assessed by Customer Satisfaction Index (CSI). The data were analyzed using a combination of descriptive techniques and Ordinary Least Square (OLS) regression. The regression analyses were used to identify the relationship between service quality dimensions and customer satisfaction. These dimensions include tangibility, reliability, responsiveness, assurance and empathy which concern the physical aspect, regularity and consistency of performances, readiness and willingness to help customers, knowledge and courtesy of the employees and individualized attentions towards customers of the FFRs respectively. Analysis of responses to various indicators of customers’ satisfaction in CSI revealed that 76.2% of the CFFRs considered services of the FFRs as satisfactorily, while 74.5% considered the services as ideal. Regression analysis revealed that customers’ satisfaction with services of the FFRs increased significantly with increase in customer’s perception of tangibility dimension of the service quality (p<0.01), empathy (p<0.01), responsiveness (p<0.05) and assurance (p<0.05). The study therefore, concludes that customer satisfaction significantly enhances repurchase intention and this is closely related to the customers’ perception of tangibility, responsiveness, assurance and empathy dimensions of service quality. The study recommends among others that fast food operator should provide amenities such as parking areas and attractive building exteriors in order to enhance their customers’ satisfaction towards services rendered. Also, service provider of fast food restaurants should endeavor to improve on their empathy by providing more caring and personalized service to customers in order to enhance customers’ satisfaction.

Keywords: Nigeria, Fast Food Restaurants, Customer Satisfaction, Service Quality