Perceived Service Quality and Customers Repeated Purchase Intentions in Cameroon Restaurants.

Abstract

The purpose of this study is to investigate the influence of perceived service quality on customers’ repeated purchases in restaurants in the city of Yaoundé Cameroon. Data was drawn through a self-administered questionnaire distributed to a sample of 71 restaurant customers in the city of Yaoundé drawn through simple random sampling. Multiple linear regression was employed to test the study hypothesis. The study findings revealed that perceived service quality variables: Tangibles and Intangibles perceived service quality has a positive and significant influence on customers’ repeated purchases in restaurants in the city of Yaoundé. By implication, restaurants operators to ensure increased customers loyalty should capitalize on, its physical evidence, employee’s appearance, reliability, responsiveness, trustworthiness, and assurance of client. Nevertheless, given that clients often compare the quality of services with the price, it will be necessary to add price as a new dimension of service quality in future researches. Also, researchers should attempt to test this model in new fields and with a larger sample size to test its reliability.

Key concepts: Customer Repeated Purchase, Perceived Service Quality, Restaurant

DOI: 10.7176/JMCR/82-07

Publication date:November 30^th 2021