ASSESSMENT OF THE IMPACT OF QUALITY SERVICE DELIVERY ON CONSUMER PATRONAGE. A CASE STUDY OF SELECTED EATERIES IN IDAH, KOGI STATE.

This study critically assesses the impact of quality service delivery on consumer patronage in selected eateries within Idah, Kogi State, Nigeria. Against the backdrop of rising competition in the hospitality sector, the research investigates how four pivotal dimensions of service quality— service reliability, staff responsiveness, hygiene standards, and customer engagement—influence customer satisfaction, loyalty, and repeat patronage. Anchored on the SERVQUAL model and consumer behavior theories, the study adopted a descriptive survey design, employing a structured questionnaire administered to 150 respondents across three major eateries, with a response rate of 97.33%. Data were analyzed using descriptive statistics and inferential techniques, notably the chi-square (χ²) test, to determine the significance of hypothesized relationships. The findings revealed that service reliability, demonstrated through dependable and timely food delivery, significantly fosters consumer patronage. Staff responsiveness, characterized by prompt and courteous interactions, notably enhances customer satisfaction. Hygiene standards—including both environmental cleanliness and personal hygiene of staff— emerged as critical determinants of consumer loyalty, influencing customers' confidence in food safety. Furthermore, customer engagement initiatives, such as feedback channels and loyalty programs, were found to significantly enhance consumer relationships and increase patronage frequency. The study concludes that comprehensive, consistent, and customer-centric service delivery practices are imperative for sustaining competitiveness in the evolving Nigerian foodservice industry. It recommends institutionalizing service reliability protocols, enforcing rigorous hygiene standards, investing in staff training, adopting personalized customer engagement strategies, and leveraging technology to improve service experiences. These recommendations aim to guide eatery managers and policymakers toward enhancing service quality frameworks that foster consumer loyalty and business growth.