Factors Affecting Customers’ Repeat Patronage of Fast Food Restaurants in Southwest Nigeria

Factors Affecting Customers’ Repeat Patronage of Fast Food Restaurants in Southwest Nigeria

Opeyemi Oluwatoyosi Alao

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Grace Oluyemisi Akinola

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Abiola Olubunmi Akinbobola

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Obafemi Awolowo University

Factors Affecting Customers’ Repeat Patronage of Fast Food Restaurants in Southwest Nigeria

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Abstract

The study examined the factors affecting customers’ repeat patronage in Southwest Nigerian fast-food restaurants. Primary data were source through questionnaire administration. Six hundred copies of questionnaire were distributed to customers of selected fast-food restaurants using purposive and systematic random sampling techniques. Interviews were also conducted with selected front line staff of the restaurants. Data collected were analyzed using descriptive statistical methods. The results showed that the factors enhancing customers’ repeat patronage of fast-food restaurants in Southwest Nigeria were food quality, restaurant location, and convenience of reach as well as a secured environment. The study concluded that fast-food restaurant owners should take advantage of these factors for enhanced performance.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Opeyemi Oluwatoyosi Alao. 2020. \u201cFactors Affecting Customers’ Repeat Patronage of Fast Food Restaurants in Southwest Nigeria\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 20 (GJMBR Volume 20 Issue E2).

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GJMBR Volume 20 Issue E2

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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GJMBR-E Classification JEL Code: M31

Submission ReceivedDecember 7, 2019
Peer Review Double Blind
Handling Editor
Accepted January 4, 2020
Published January 15, 2020

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v1.2

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May 4, 2020

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