SERVICE QUALITY DIMENSIONS AND CUSTOMER SATISFACTION WITH FAST-FOOD RESTAURANTS IN THE UYO METROPOLIS, NIGERIA

This study examined the effect of service quality dimensions on customer satisfaction with fast food restaurants in Uyo, Akwa Ibom State, Nigeria. The study adopted the SERVQUAL model as the main framework for analyzing service quality. Linear regression analysis was performed using the Statistical Package for the Social Sciences (SPSS) version 21 to examine the effect of service quality dimensions of service reliability, service assurance, service empathy, service responsiveness, and service tangibility on customer satisfaction. A sample size of 384 was derived for the unknown population using the Topman formula. A structural questionnaire was used to collect information from the respondents. Copies of the questionnaire were distributed with the help of purposive sampling. Out of 384 questionnaires, only 334 useable copies were retrieved. The hypotheses were tested at the 0.05 level of significance. The results of the study showed that service reliability had a significant effect of (β = 0.466, p = 0.884) on customer satisfaction in fast-food restaurants. Service assurance revealed a significant effect of (β = 0.210, P = 0.962) on customer satisfaction. Service empathy had a significant effect of (β = 0.009, P = 1.015) on customer satisfaction. Service responsiveness showed a significant effect of (β = 0.067, P = 1.063) on customer satisfaction, and service tangibility revealed a significant effect of (β = 0.234, P = 0.952) on customer satisfaction with fast food restaurants in Uyo, Akwa Ibom State. Based on the findings, the study recommended that fast food restaurant management should constantly deliver fast, reliable service to their customers and create a friendlier environment where they would feel more comfortable. Fast-food restaurant staff should be selfless when rendering services to their customers. They should listen and pay attention to complaints that arise from them. Management should ensure that the interior and exterior environment where they conduct business should always be kept neat and attractive. Also, fast-food restaurants need to have well-stated customer service departments and responsive front-line people in all contact positions. Staff needs to be responsive and proactive in providing services in various fast-food restaurants to better position themselves in the industry.