Sustainable Entrepreneurship and Customer Loyalty in the Fast Food Industry in Nigeria

摘要

This study examines how customer’s perception is influenced by factors of customer loyalty towards certain preferred fast food restaurants. Using survey method, 230 out of 572 randomly selected respondents across three universities in Osun state participated in the study. With a 10-item instrument, the respondents were gauged on their perception of their favorite fast food spot within the campuses and their willingness or otherwise to support their growth and continued existence through their patronage. 73% (168) of the respondents felt that their patronage will continue to aid the growth of their chosen fast food restaurant while 84% (193) believed that the enterprise may not survive without their patronage and that of their cohort. While most of the respondents prefer western styled fast food spot, there was a significant interest in traditional/local eateries. Overall, 89.56% (206) of the respondents were satisfied with the quality of service they received from their chosen fast food spot. The study concluded that pricing and promotion have little effect on customer loyalty while product quality and service quality were the main drivers of customer loyalty and retention.