CUSTOMER RETENTION STRATEGIES AND BUSINESS PERFORMANCE IN THE NIGERIAN FAST FOOD INDUSTRY

This study examined the combined effect of customer retention strategies on business performance at DeChoice Fast Food, Uyo, focusing on personalized service delivery, loyalty programs, complaint resolution mechanisms, and digital engagement platforms. Using a survey research design, Data were collected from a sample of 58 customers, drawn from an estimated daily average population of 68 patrons, employing convenience sampling. Structured questionnaires were used to gather quantitative data, which were analyzed through multiple regression techniques to test the hypothesized relationships. Results showed that the integrated customer retention strategies significantly influenced business performance, explaining a substantial portion of the variance, with personalized service delivery and digital engagement emerging as the strongest predictors. The findings suggest that adopting a holistic approach to customer retention can enhance profitability, market share, and customer loyalty in the competitive fast food sector. This study contributes empirical evidence to localized Nigerian markets and offers practical insights for managers aiming to improve performance via effective customer relationship management.