Effect of Customer Satisfaction On the Profitability of Fast Food Outlets in Akwa Metropolis of Anambra State (Published)
The study examined the effects of customer satisfaction on the profitability of fast food industry in Akwa Metropolis of Anambra State. The specific objective is to determine the extent to which customer service affects the profitability of fast food industry in Awka metropolis. To evaluate the extent to which customer experience affects the profitability of fast food industry in Awka metropolis. To examine the extent to which product quality affects the profitability of fast food industry in Awka metropolis. The research utilized a survey research design method, a structured instrument developed by the researcher to reflect such options as strongly agree, agree, undecided, disagree and strongly disagree popularly refereed as five (5) points Likert scale was used to obtain information from the respondents. The population of the study comprised of 324 employee of fast food in Akwa metropolis.297 copies of questionnaires was duly completed and returned showing 96% response rate. Research hypotheses were tested using Chi-square. Findings from the study show that Customer service has significant effect on profitability of fast food industry in Awka metropolis. Customers experience has significant effect on profitability of fast food industry in Awka metropolis. Product quality has no significant effect on profitability of fast food industry in Awka metropolis. Maintaining existing customers should be a better option than chasing for new because a customer who is satisfied will have a positive dissonance about the service and who always recommend the service to friends and family who are potential customers. Further research should be carried out in order to enhance the understanding of the concepts of service quality and customer satisfaction, how they are measured because they are very important for service organizations in terms of profitability, growth and market share.
Citation: Chendo, N.A. (2023) Effect of Customer Satisfaction On the Profitability of Fast Food Outlets in Akwa Metropolis of Anambra State, British Journal of Marketing Studies, Vol. 11, Issue 1, pp.,12-25
Keywords: Customer Experience, Customer Satisfaction, Fast-food industry, Profitability, product .quality
An Investigation of Factors Affecting Customers’ Satisfaction in the Supermarket Sector In Ho Chi Minh City (Hcmc) – Vietnam (Published)
This empirical study was conducted to find out the relationship among four factors such as brand image, service quality, product quality, and price toward customer’s satisfaction in supermarket in HCMC. The qualitative approach was applied to point out the measurement of the scales of factors and the quantitative approach was to test whether these observed variables contributing to these factors or not. After that, the author conducted a survey to customers who go shopping in Co.op Mart and Vinmart. After checking and selecting the suitable samples, the author collected 221 samples to analyze for this study. There was the test for the reliable theoretical framework that was conducted to test whether the hypothesis was supported or not. As a result, based on multiple regression analysis, the theoretical framework was significant and all the hypotheses were accepted. The factor affecting most to customer’s satisfaction was Price, the second one was Service Quality, the third one was Product Quality, and finally one was Brand Image. In general, this research model was conducted properly and valued to study. Supermarkets in HCMC can apply this empirical study to set up their business strategies and improve their customers’ satisfaction in order to enhance competitive competence as well as attract more new customers in the new era.
Keywords: Brand Image, Customer Satisfaction, Service Quality, Vietnam, product .quality
Marketing Strategies and the Performance of Small and Medium Enterprises in Akwa Ibom State, Nigeria (Published)
The study examined the impact of three marketing strategies (product quality, marketing communication and relationship marketing) on the performance of selected Small and Medium Scale Enterprises in Akwa Ibom State, Nigeria. The study was motivated by the fact that SMEs in Akwa Ibom State find themselves in a competitive environment and may not know which marketing strategy is effective in improving their business performances. The study adopted the survey method. 240 questionnaires were issued to SMEs in the three senatorial districts of the State. This formed the sample of the study. The data obtained was analysed using Pearson Product Moment correlation analysis which was computed electronically by the use of Statistical Package for Social Science (SPSS) version 21. The study revealed that there is a significant impact of product quality strategy and relationship marketing strategy on the profitability and increased market share of SMEs in Akwa Ibom State. The study recommends that SMEs should invest so much in product quality rather than in advertisement as this would enhance the firm’s profitability. Also, the customers should be valued and treated as kings as cordial relationship between firm and customers results in the increase of the organizations market base.
Keywords: Marketing Communications, Marketing Strategies, Performance, Relationship Marketing, Small Medium Enterprises, product .quality