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Customer Satisfaction and Repurchase Decision: Evidence from Fast Food Restaurants

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  • Oghenenyerhovwo Rita Inoni

    (Department of Business Administration & Marketing, Faculty of Management Sciences, Delta State University, Abraka)

Abstract

Service quality is a major determinant of customer satisfaction and consequently a repurchase decision in the fast food restaurants’ (FFRs) industry. Nevertheless, prompt and efficient services alone may not guarantee a restaurant a place in today’s hyper- competitive marketplace. Therefore, this study was conceived to examine the impact of food quality (FQ), service quality (SQ), perceived value (PV) and restaurant environment (RE) on customer re-purchase decision, mediated by customer satisfaction (CS). Data for the study were obtained from a sample of 320 consumers drawn from 12 FFRs in three major towns in Delta State, Nigeria. Multiple and hierarchical regressions were used to analyse the data generated. The findings indicated that FQ, SQ, PV and RE exerted positive and significant effects on CS and re-purchase decision. The results also showed that CS fully mediated the relationship between SQ and repurchase decision, but the meditational influence was only partially for FQ, PV and RE; implying that FQ, PV and RE have their own direct influence on RPD besides through SQ. Given the impact of FQ, SQ, PV and RE on CS and repurchase decision, restaurants’ managers need to continually improve on the quality of their services, environment and offerings to sustain the patronage of their clients in order to survive in today’s hyper-competitive marketplace.

Suggested Citation

  • Oghenenyerhovwo Rita Inoni, 2021. "Customer Satisfaction and Repurchase Decision: Evidence from Fast Food Restaurants," Business & Management Compass, University of Economics Varna, issue 3, pages 309-329.
    • Handle: RePEc:vrn:journl:y:2021:i:3:p:309-329
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    References listed on IDEAS

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    1. Jalal Hanaysha, 2016. "Testing the Effects of Food Quality, Price Fairness, and Physical Environment on Customer Satisfaction in Fast Food Restaurant Industry," Journal of Asian Business Strategy, Asian Economic and Social Society, vol. 6(2), pages 31-40.
    2. Horng, Jeou-Shyan & Chou, Sheng-Fang & Liu, Chih-Hsing & Tsai, Chang-Yen, 2013. "Creativity, aesthetics and eco-friendliness: A physical dining environment design synthetic assessment model of innovative restaurants," Tourism Management, Elsevier, vol. 36(C), pages 15-25.
    3. Jalal Hanaysha, 2016. "Testing the effects of food quality, price fairness, and physical environment on customer satisfaction in fast food restaurant industry," Journal of Asian Business Strategy, Asian Economic and Social Society, vol. 6(2), pages 31-40, February.
    4. Amer Rajput & Raja Zohaib Gahfoor, 2020. "Satisfaction and revisit intentions at fast food restaurants," Future Business Journal, Springer, vol. 6(1), pages 1-12, December.
    5. Danish Ali & Mohammad Alam & Hazrat Bilal, 2021. "The Influence of Service Quality, Price, and Environment on Customer Loyalty in the Restaurant's Industry: The Mediating Role of Customer Satisfaction," Journal of Accounting and Finance in Emerging Economies, CSRC Publishing, Center for Sustainability Research and Consultancy Pakistan, vol. 7(1), pages 143-154, March.
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    More about this item

    Keywords

    customer satisfaction; re-purchase decision; food quality; service quality; restaurant environment; Nigeria;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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