INVESTIGATING THE INFLUENCE OF SERVICE OUTLET ON CUSTOMER PATRONAGE IN SELECTED EATERIES IN ADO-EKITI
Abstract
*ABSTRACT* This study examined the influence of service outlet on customer patronage in selected eateries in Ado-Ekiti. Specifically, the study examined effects of store atmosphere on customer patronage in selected eateries in Ado-Ekiti; assessed effect of outlet’s location on customer patronage in selected eateries in Ado-Ekiti and determine effect of service quality delivery on customer patronage in selected eateries in Ado-Ekiti. It make used of descriptive survey research design in which 120 respondents were selected using purposive and convenience sampling techniques. A well-structured questionnaire was used to collect the primary data used for the study. Data collected were analysed using percentage and simple linear regression to test the hypotheses. The result showed that outlet atmosphere has significant but negative effect on customer patronage. Also the result revealed that outlet location and service quality delivery have significant and positive effect on customer patronage in selected eateries in Ado-Ekiti. The study concluded that a unit increase in service outlet led to a significant increase in customer patronage among selected eateries in Ado-Ekiti.
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