FOOD SERVICE DELIVERY AND CONSUMER PREFERENCE OF FAST-FOOD RESTAURANTS IN PORT HARCOURT
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Abstract
Understanding customers’ decisions toward preference of a brand such as Fast-Food Restaurant should be fundamental for the growth of any business. Every Customer wants to enjoy value for money and memorable dining experience. The purpose of this study is to find out the relationship between Food Service Delivery and Consumer Preference of Fast-food Restaurants in Port Harcourt. To establish this purpose, six Research Questions, Objectives and Hypotheses were formulated. Quantitative survey method was adopted. The population of the study consisted of customers of Fast Foods operating in Port Harcourt. A total of 10 hotels were selected from a sample size of 323 using Freund and William formula. An infinite sample size was determined. Questionnaire was adopted for the collection of data and Pearson’s Product Moment Coefficient was used in testing of hypotheses. The findings of the study revealed a positive Correlation between the dimensions of Food Service Delivery (Food Quality, Servicescape and Price). The measures of Customer Preference (Revisit Intention and Positive Word of Mouth). A significant relationship exists between the Independent Variables (Food Service Delivery and the Dependent Variables (Customer Preference). The study concluded that Managers should look out for elements that could influence Customer Decisions and take advantage by offering better Dining Experience Packages than the competitors. Managers should be innovative in Food Service Delivery; to meet the sophisticated and expectant customers. The study, therefore, recommended that Managers should evaluate their Service Delivery Process, Pricing, and feedback mechanisms and put them in place to improve and enhance Food Service Delivery.
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