FOOD SERVICE EXPERIENCE AND CUSTOMER BEHAVIOUR IN FAST-FOOD ESTABLISHMENTS IN PORT HARCOURT
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Abstract
Understanding guest behaviour and attitude towards a particular brand is very crucial for the sustenance of any business especially those in the service sector such as Food and Beverage and businesses. Every customer wants to enjoy value for his money and with memorable dining experience. The purpose of this study is to find out the relationship between Food Service Experience and Customers’ Behaviour of selected Fast-Foods in Port Harcourt. To establish this, the study formulated four research questions, objectives and hypotheses. The study is a quantitative study which adopted the survey method. The population of the study consisted of Guests of all the hotels operating in Port Harcourt. A total of 10 hotels were selected for the study from which a sample size of 323 using Freund and William formula for an infinite sample size was determined. The study adopted the use of questionnaire for the collection of data and Pearson’s Product Moment Coefficient was used in the testing of hypotheses. The findings of the study revealed a positive Correlation between the dimensions of food service experience (Service quality and Servicescape) the measures of Customer behaviour (Customers Loyalty and Revisit Intention). These implied that significant relationships exist between the Independent Variables (Food Service Experience and the Dependent Variables (Customers’ Behaviour). As such, the study concluded that the quality-of-service delivery was a vital determinant and influencer of customer decision of where to dine. The study recommended that managers should evaluate their service delivery processes and also have feedback mechanisms in place so as to improve their services and enhance guest experience.
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