ANALYSIS OF FACTORS AFFECTING CUSTOMER SATISFACTION AND LOYALTY IN SELECTED FOOD AND BEVERAGE FIRMS (A STUDY OF WARRI METROPOLIS DELTA STATE)
Abstract
This study examines factors influencing customer satisfaction and loyalty in selected food and beverage establishments in Warri metropolis, Delta State, Nigeria. From a population of approximately 943,000, a sample of 92 respondents was selected using purposive sampling, determined by the Taro
Yamane formula. Data collected through structured questionnaires focused on aspects such as food quality, service, ambiance, menu variety, promotions, and dining experience.
The findings show high satisfaction levels, particularly in food quality, service, and ambiance, with over 70% of respondents expressing strong
approval. Effective promotions and unique dining experiences were also significant in driving customer loyalty. The study concludes that focusing on quality, cleanliness, and responsive service can enhance customer satisfaction and loyalty, providing a competitive edge in the industry. It is recommended that establishments continuously innovate their offerings and
actively seek customer feedback to maintain and improve service standards.
Full-Text Access Notice
In accordance with the NERD Policy on promoting peer-reviewed publication, public access to the full text of a project, thesis or dissertation is restricted for three years, allowing the author and supervisors sufficient time to pursue peer-reviewed publication.
During this period, researchers with legitimate academic or research purposes may request authorisation directly from the author to enable NERD to release the indexed full texts of the work using the form below.