WORKERS APPROACH AND CUSTOMERS PATRONAGE OF RESTAURANTS IN CALABAR METROPOLIS, CROSS RIVER STATE

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WORKERS APPROACH AND CUSTOMERS PATRONAGE OF RESTAURANTS IN CALABAR METROPOLIS, CROSS RIVER STATE

Abstract

This study examines workers approach and customers patronage of restaurants in calabar metropolis, cross river state. Data collected were analysed using descriptive statistics. Findings revealed that service quality, atmospheric quality, perceived value, environment, consumer demographics and modernity are significant factors influencing the behaviour of customers towards patronising the fast food restaurants. To attract more patronage, the study recommends that fast food restaurants operating in Calabar metropolis, Nigeria should endeavour to improve on their Service Quality, Atmospheric Quality, Perceived Value, Environment, Consumer Demographics and Modernity.

TABLE OF CONTENT:

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

1.2 Statement of the Research Problem

1.3 Objectives of the Study

1.4 Significance of the Study

1.5 Research Questions

1.6 Research Hypothesis

1.7 Conceptual and Operational Definition

1.8 Assumptions

1.9 Limitations of the Study

CHAPTER TWO

LITERATURE REVIEW

2.1 Sources of Literature

2.2 The Review

2.3 Summary of Literature Review

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Research Method

3.2 Research Design

3.3 Research Sample

3.4 Measuring Instrument

3.5 Data Collection

3.6 Data Analysis

3.7 Expected Result

CHAPTER FOUR

DATA ANALYSIS AND RESULTS

4.1 Data Analysis

4.2 Results

4.3 Discussion

CHAPTER FIVE

SUMMARY AND RECOMMENDATIONS

5.1 Summary

5.2 Recommendations for Further Study

References

CHAPTER ONE

INTRODUCTION

1.1 Background of the study

There is a perceived increase in the number of fast food restaurants that crop up in every city and township in Nigeria. Thus, suggesting that the sector is gaining acceptance among customers (Salami and Ajobo, 2012). Supporting this assertion, Akinbola, Ogunnaike and Ojo (2013) noted that Fast Food industry in Nigeria today is a beehive of activities and is gaining a lot of attention both within and outside the country. Industry trends such as rapid outlet expansion, strategic alliances (especially with companies in downstream sector of the oil and gas industry), and entrant of foreign players amongst others lends credence to the perceived phenomenal increase in the number of fast food restaurants. Mustapha, Fakokunde and Awolusi (2014) also stated that the number of fast food outlets in Nigeria is increasing at a geometric rate and it is expected to double in five years. This proliferation is not unconnected with the general upsurge in social and economic activities. Tabassum and Rahman (2012) stated that the popularity of fast food restaurant in every growing city of the world is a product of the effect of globalization. Thus, every segment of the society now consume fast food. According to Ahmed, Hossain, Malek & Begum (2008), consuming fast foods has become a recent trend among upper society, teenagers and youths have also increased and the fast food has won the palate of those groups. According to Park (2004), eating at fast food restaurants not only help customers to satisfy their hunger, but it also creates need for convenience, pleasure, entertainment, time saving, social interaction and the mood transformation. Besides, consumers experience excitement, pleasure and a sense of personal well-being in visiting fastfood restaurants (Park, 2004). Carew (2010) averred that the hectic lifestyle of many Nigerians does not allow the luxury of home cooked meals. Since fast food is convenient and readily available, it has become the choice of many young adults and upwardly mobile individuals. In the same vein, industry players have gone beyond serving quick foods like snacks to venturing into African delicacies. This strategy of capturing more markets has expanded the customer base of the industry over the past few years.

Despite the perceived acceptance of fast-food restaurants in the Nigeria environment, customers are now beginning to be choosy in the aesthetics, product and service received from fast food restaurants (Mustapha, Fakokunde and Awolusi, 2014). Accordingly, Arnold, Tae and Douglas (1983) asserted that location, price, assortment, fast checkout, friendly and courteous service, and pleasant shopping environment were critical determinants of store patronage. Arguably, these factors may influence customers’ decision to visit a fast food restaurant. Fastfood restaurants are said to have their own benefits, which their customers perceive. According to Liu and Jang (2008). These perceived benefits are the primary reasons why fast-food restaurants are patronized. According to Liu et al (2000), the relative importance customers attach to individual benefits can differ significantly and these can be used as effective barometers in segmenting the markets. Markets consist of various buyers, and buyers differ in one or more respects. They may differ in their wants, resources, geographical locations, buying attitudes, lifestyles, and buying practices. Intuitively, the choice of consumers visiting a fast food restaurant hinges on identifiable factors peculiar to an environment which need to be ascertained. Most of the research concerning selection of a restaurant are based on identification of determinant attributes (Bojanic, 2007).

1.2 Statement of the Problem

This study was informed by the perceived growing trend of visiting fast food restaurants by individuals, households and friends in Nigeria. With increased competition among fast food restaurants and the growing health consciousness of customers, the customers are now beginning to be choosy in the aesthetics, product and service received from fast food restaurants (Tabassum and Rahman, 2012; Nezakati, Kuan and Asgari, 2011). A lot of studies have been carried out on fast food restaurants from different stand point and perspectives (UKessay, 2013; Carew, 2010; Park, 2004; Lowenstein, 1995) and each profiling different factors influencing customers repurchase intension (Ahmad, Ghazali and Othman, 2013; Akbar and Alaudeen, 2012). Factors ranging from food quality, Service quality, Environment, Price, Quick service (Akbar and Alaudeen, 2012; Tabassum and Rahman, 2012; Tat , Sook-Min, AiChin, Rasli and Hamid, 2011), Restaurant image (Ling, Mun and Ling, 2011) and fast food store image factors, customers’ values of eating-out, customers’ opinions about the globalisation (Ibrahim and Vignali, 2005) have been considered to influence customers patronage of fast food restaurants in regions with different cultural, environmental and socioeconomic specifics. Findings of the studies shows different results among researchers. Thus, engendering and informing different growth policy implications. Supporting this view, Tabassum and Rahman (2012) noted that pattern of food consumption may vary due to the differences in culture, climate, socioeconomic status, etc. In fact, the habit of taking food among the inhabitants of a country may change due to several factors. However, because of these differences in the findings of scholars, it is not yet clear which factors influence customers patronage in the area of this study. Therefore in order to bridge the literature gap, this study investigates factors influencing customers patronage of fast food restaurants: A study of selected customers of fast food in Anambra state, Nigeria.

1.3 Objectives of the Study

The main objective of this study is to examine factors influencing customers’ patronage of fast food restaurants: A study of selected customers of fast food in Calabar metropolis, Nigeria.

Specifically the study intends to:

i. Ascertaining factors that influence the behaviour of customers towards patronising the fast food restaurants in Calabar metropolis.

ii. Determine the nature of relationship between fast food restaurants determinant workers approach and the behaviour of customers towards patronising the fast food restaurants in Calabar metropolis.

1.4 Research Questions

i. What are the factors that influence the behaviour of customers towards patronising the fast food restaurants in Calabar metropolis.

ii. What is the nature of relationship between fast food restaurants determinant workers approach and the behaviour of customers towards patronising the fast food restaurants in Calabar metropolis.

1.5 Research Hypothesis

H0: There is a weak relationship between fast food restaurants determinant workers approach and the behaviour of customers towards patronising the fast food restaurants in Calabar metropolis.

H1: There is a strong relationship between fast food restaurants determinant workers approach and the behaviour of customers towards patronising the fast food restaurants in Calabar metropolis

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