Adeleke, A., & Aminu, S. (2012). Determinants of customer loyalty in Nigeria GSM’s market. International Journal of Business and Social Science 3(14), 209-222.
Adeniyi, S. (2004, November 10). Soft drinks in Nigeria are dangerous to public health. Nigerian Tribune.
Adeniyi, S. (2005, January 27). Nigeria is fast becoming a junk food nation. Nigerian Tribune.
Adiele, K. C., & Opara, B. C. (2014). Analysis of corporate identity on customer patronage of banks in Nigeria. International Review of Management and Business Research, 3(4), 1809.
Ajala, J. A. (2006). Understanding food and nutrition. Ibadan: MayBest Publications.
Ajzen, I. (1991). From intentions to actions: A theory of planned behaviour. In Kuhl, J. & Beckmann J. (Eds) Action-control: From commitment to behaviour. Springer, Heidelberg.
Ajzen, I. (1988). Attitudes personality and behaviour. Open University, Milton Keynes.
Ajzen, I., & Fishbein, M. A. (1980). Understanding attitudes and predicting social behaviour. Prentice-Hall, Englewood Cliffs, NJ.
Aladelokun, D. (2006, June 24). Health freedom activists warn of the dire consequences of abandoning natural foods. Saturday Punch.
Andreassen, T. W., & Lindestad, B. (1998). Customer loyalty and complex services. International Journal of Service Industry Management, 9(1), 7-23. http://dx.doi.org/10.1108/09564239810199923
Arasli, H., Ekiz, E.H., & Katircioglu, S.T. (2008). Gearing service quality into public and private hospitals in small islands: Empirical evidence from Cyprus. International Journal of Health Care Quality Assurance, 21(1), 8-23.
Asubonteng, P., McCleary, K. J., & Swan, J.E. (1996). SERVQUAL revisited: A critical review of service quality. The Journal of Services Marketing, 10(6), 62-81.
Aydin, S., & Ozer, G. (2005). The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication market. European Journal of Marketing, 39, 910–925.
Babakus, E., & Boller, G.W. (1992). An empirical assessment of the SERVQUAL scale. Journal of Business Research, 24(3), 253-268.
Ball, D., Coelho, P., & Machas, A. (2004). The role of communication and trust in explaining customer loyalty - An extension to the ECSI model. European Journal of Marketing, 38(10), 1272-1293.
Beck, L., & Ajzen, I. (1991). Predicting dishonest actions using the theory of planned behaviour. Journal of Research in Personality, 25, 285-301.
Bentler, P. M., & Speckart, G. (1979). Models of attitude-behaviour relations. Psychological Review, 86, 452-464.
Biddle, B. J., Bank, B. J., & Slavings, R. L. (1987) Norms, preferences, identities and retention decisions. Social Psychology Quarterly, 50, 322-337.
Bolton, R. N., & Lemon K. N. (1999). A dynamic model of customer usage of services: usage as antecedents and consequences of satisfaction. Journal of Marketing Research, 36, 171-186. http://dx.doi.org/10.2307/3152091
Boohene, R., & Agyapong, G. K. Q. (2011). Analysis of the antecedents of customer loyalty of telecommunication industry in Ghana: The Case of Vodafone (Ghana). International Business Research, 4(1), 229-240. Retrieved from http://www.ccsenet.org/journal/index.php/ibr/articledownload/8813/6459
Carman, J. M. (1990). Consumer perceptions of service quality: An assessment of the SERVQUAL dimensions. Journal of Retailing, 66(2), 27-45.
Chang, T. Z., & Width, A. R. (1994). Price product information, and purchase intention: An empirical study. Journal of the academy of marketing sciences, 22, 16-27. http://dx.doi.org/10.1177/0092070394221002
Chaudhuri, A. M., & Holbrook, M. B. (2001). The Chain of effect from Brand Trust and Brand Affect to Brand Performance: The role of brand loyalty. Journal of Marketing, 65(April), 81-93. http://dx.doi.org/10.1509/jmkg.65.2.81.18255
Chun, R., & Davies, G. (2006). The influence of corporate character on customers & employees: exploring similarities and differences. Journal of the Academy of Marketing Science, 34(2), 138-146.
Cronin, J. J., & Taylor, S. A. (1992). Measuring Service Quality – a re-examination and intention. Journal of Marketing, 56(3), 55-68. http://dx.doi.org/10.2307/1252296
Czepiel, J. A., & Culmore, K. (1987). Exploring the concept of loyalty in services. Chicago: American Marketing Association.
Dick, A., & Basu, K. (1994). Customer loyalty: Toward and integrated conceptual framework. Journal of Academy of Marketing Services, 22(2), 99-113. http://dx.doi.org/10.1177/0092070394222001
Drucker, P. F. (1973). Management: Tasks, Responsibilities, practices. New York, NY: Harper and Row.
Eze, F. J., Odigbo, B. E., & Ufot, J. A. (2015). The correlation between business location and consumers patronage: Implications for business policy decisions. British Journal of Economics, Management & Trade, 8(4), 294-304.
Fishbein, M., & Stasson, M. (1990). The role of desires, self-predictions and perceived control in the prediction of training session attendance. Journal of Applied Social Psychology, 20, 173-198.
Gerpott, Rams, & Schindler, T.J., Rams, W., & Schindler, A. (2001). Customer retention, loyalty, and satisfaction in the German mobile cellular telecommunication market. Telecommunication Policy, 25, 249-269.
Hoffman, K.D., & Bateson, J.E.G. (2006). Services marketing: Concepts, strategies, and cases. 3rd Edition. Ohio: Thomson South-Western.
Ibrahim, Y., & Vignali, C. (2005). Predicting consumer patronage behaviour in the Egyptian fast food business. Innovative Marketing, 1(2), 60-76.
Ijewere, A.A. (2008). Marketing theory and practice: A Nigerian perspective, 3rd Edition. Benin City: UNIBEN Press.
Inegbenebor, A.U. (2006). Elements of service operations. In A. U. Inegbenebor, (Ed) The Fundamentals of Entrepreneurship. Benin City: Malthouse Press Limited.
Jabnoun, N., & Al-Tamimi, H.A.H. (2003). Measuring perceived service quality at UAE commercial banks. International Journal of Quality and Reliability Management, 20(4), 458-472.
Jere, M. G., Aderele, B. A., & Jere, A. (2014). Exploring factors that influence store patronage amongst low income consumers in Cape town, South Africa. Mediterranean Journal of Social Sciences, 5(20), 152.
Jones, P., Hillier, D., Shears, P. and Clarke-Hill, C. (2002). Customer perceptions of services brands: A case study of the three major fast food retailers in the UK. Management Research News, 25 (6/7), pp. 41-49.
Khan, M. (2003). ECOSERV: Ecotourists’ quality expectations. Annals of Tourism Research, 30(1): 109-124.
Konwea, P. E. (2012). Increasing trends in the consumption of fast foods in nigeria. International Journal of Arts and Humanities, 1(1), 95-109.
Kotler, P. (2000). Marketing management. The millennuim edition, Upper Saddle River, Prentice Hall.
Kotler, P. (2003). Marketing management (11th ed) New Delhi, India: Prentice-Hall of India.
Kotler, P., & Keller K. (2006). Marketing management (12th ed). U.S.A, New Jersey: Pearson Prentice Hall.
Kotler, P., Bouden, J. T., & Jane, M. C. (2006). Marketing for hospitality and tourism (4th ed.). U.S.A. Pearson International.
Kriesner, T. J., & Leeth, J. D. (2010). Hedonic wage equilibrium: Theory, evidence and policy. London: Now Publishers Inc.
Lee, J., & Feick, L. (2001). The Impact of switching cost on the customer satisfaction – loyalty link: Mobile phone service in France. Journal of Service Marketing, 15, 35-48. http://dx.doi.org/10.1108/08876040110381463
Malhotra, N.K., Birks, D.F., & Wills, P.A. (2013). Essentials of marketing research. Harlow: Pearson.
Mohammed, I. S. (2008). The analysis of customer loyalty in bangladeshi mobile phone operator industry. Independent University, Bangladesh. Retrieved from http:/ /www.wbiconpro.com/501-Sohel pdf
Monroe, K. B. (1991). A test of services marketing theory: Consumer information acquisition activities. Journal of Services Marketing, 55, 10-25.
Morden, A. R. (1991), Elements of Marketing, 2nd Edition, Greet Britain: Educational Low-Priced Books Scheme.
Mwanza, C., & Chingarande, G.R. (2013). A tourist's evaluation of the quality of service delivered by the front offices: A case of the Namibian wildlife resorts. International Journal of Advanced Research in Management and Social Science, 2(6): 10-20.
Nwulu, C. S., & Asiegbu, I. F. (2015). Advancement inclination behaviors and university academic staff patronage of deposit money banks in Port Harcourt. International Journal of Research in Business Studies and Management, 2(6), 94-104.
Ogbeide, D. O., & Agbadudu, J. E. (2015). Determinants of brand equity, perceived value and revisit intention in the hotel industry. Management Sciences Review, 6(1&2), 264-284
Ogle, J.P., Hyllegard, K.H. & Dunbar, B.H. (2004). Predicting patronage behaviour in sustainable retail environment: Adding retail characteristics and consumer lifestyle orientation to the belief-attitude-behaviour intention model. Environment and Behaviour, 36(5), 717-741.
Ogwo, E. O. & Igwe, S. R. (2012). Some key factors influencing attitudes to patronage of GSM services: The Nigerian experience. International Journal of Business Management, 7(18), 83-91.
Oliva, T. A., Oliver, R. L., & MacMilan, I. C. (1992). A catastrophe model for developing service satisfaction strategies. Journal of Marketing, 56, l83-193. http://dx.doi.org/10.2307/1252298
Oliver, R. L., & Desarbo, W. S. (1988). Response determinants in satisfaction judgements. Journal of Consumer Research, 14, 495-508.
Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1988). SERVQUAL: A multi-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1): 12-40.
Payne A., & Holt, S. (2001): Diagnosing customer value: Integrating the value process and relationship marketing. British Journal of Management, 12, 159-182.
Peter, D. (1998). Marketing management and strategy, Second Edition, England: Pearson Education Limited.
Ranaweera, C., & Neely, A. (2003). Some moderating effects on the service quality – customer retention. International Journal of Operation and Production Management, 2(23), 230-247. http://dx.doi.org/10.1108/01443570310458474
Salami, C. G. E., & Ajobo, R. T. (2012). Consumer perceptions about fast food restaurants in Asaba. Global Journal of Management and Business Research, 12(1), 75-81.
Schiffman, L.G. & Kanuk, L.L. (2009). Consumer behaviour. New Delhi: Prentice Hall of Indian
Schlosser, E. (2001). Fast food nation: The dark side of the all-American meal. Boston: Houghton Miltlins.
Schlosser, E. (2002). Fast food nation: what the all-American meal is doing to the world. London, Penguin Group.
Sheppard, B. H., Hartwick, J., & Warshaw, P. R. (1988). The theory of reasoned action: A meta-analysis of past research with recommendations for modifications and future research. Journal of Consumer Research, 15(3), 325-343.
Sheppard, B.H., Hartwick, J. and Warshaw, P.R. (1988). The Theory of Reasoned Action: A Meta-Analysis of Past Research with Recommendations for Modifications and Future Research. Journal of Consumer Research, 15, pp. 325-343.
Stanton, A.E., Etzel, C.A. and Walker, P.O. (1998). Marketing principles and practice. New York: McGraw House
Tafamel, A. E., & Oshodin, E. A. (2015). Customer repurchase intentions, self-image and brand for mobile phones users in Benin City, Nigeria. Management Sciences Review, 6(1&2), 121-146
Tan, K.C., & Kek, S.W. (2004). Service quality in higher education using an enhanced servqual approach. Quality in Higher Education, 12(1), 111-124.
Teas, R. K., & Agarwal, S. (2000). The effects of Extrinsic Product cues on consumers’ perception of quality, sacrifice and value. Journal of the Academy of Marketing Science, 28, 278-291. http://dx.doi.org/10.1177/0092070300282008
Teas, R.K. (1994). Expectations: A comparison standard in measuring service quality: An assessment of a reassessment. Journal of Marketing, 58 (1),132-139.
Tourila, H., & Pangborn, R.M. (1988). Prediction of reported consumption of selected fat-containing foods. Appetite, 11, 81-95.
Varki S., & Colgate M. (2001): The role of price perceptions in an integrated model of behavioral intentions. Journal of Service Research, 3(3), 232-240.
Woodruff, R. B. (1997). Customer value: The next source of competitive advantage. Journal of Academy of Marketing Science, 25(2), 139-153. http://dx.doi.org/10.1007/BF02894350
Yi, H., Xiaoqin Y., & Weiqing Z. (2009). How to promote customer Loyalty of Chinese Mobile Operators: Case study of China Mobile. Master of Business Administration, University of BLEKINGE TEKNISKA HOGSKOLA BTH.
Zeithaml, V. A., & Bitner M. J. (2000). Services marketing, integrating customer focus: A cross the firm (2nd ed.). U.S.A.: McGraw Hill, Irwin.
Adeniyi, S. (2004, November 10). Soft drinks in Nigeria are dangerous to public health. Nigerian Tribune.
Adeniyi, S. (2005, January 27). Nigeria is fast becoming a junk food nation. Nigerian Tribune.
Adiele, K. C., & Opara, B. C. (2014). Analysis of corporate identity on customer patronage of banks in Nigeria. International Review of Management and Business Research, 3(4), 1809.
Ajala, J. A. (2006). Understanding food and nutrition. Ibadan: MayBest Publications.
Ajzen, I. (1991). From intentions to actions: A theory of planned behaviour. In Kuhl, J. & Beckmann J. (Eds) Action-control: From commitment to behaviour. Springer, Heidelberg.
Ajzen, I. (1988). Attitudes personality and behaviour. Open University, Milton Keynes.
Ajzen, I., & Fishbein, M. A. (1980). Understanding attitudes and predicting social behaviour. Prentice-Hall, Englewood Cliffs, NJ.
Aladelokun, D. (2006, June 24). Health freedom activists warn of the dire consequences of abandoning natural foods. Saturday Punch.
Andreassen, T. W., & Lindestad, B. (1998). Customer loyalty and complex services. International Journal of Service Industry Management, 9(1), 7-23. http://dx.doi.org/10.1108/09564239810199923
Arasli, H., Ekiz, E.H., & Katircioglu, S.T. (2008). Gearing service quality into public and private hospitals in small islands: Empirical evidence from Cyprus. International Journal of Health Care Quality Assurance, 21(1), 8-23.
Asubonteng, P., McCleary, K. J., & Swan, J.E. (1996). SERVQUAL revisited: A critical review of service quality. The Journal of Services Marketing, 10(6), 62-81.
Aydin, S., & Ozer, G. (2005). The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication market. European Journal of Marketing, 39, 910–925.
Babakus, E., & Boller, G.W. (1992). An empirical assessment of the SERVQUAL scale. Journal of Business Research, 24(3), 253-268.
Ball, D., Coelho, P., & Machas, A. (2004). The role of communication and trust in explaining customer loyalty - An extension to the ECSI model. European Journal of Marketing, 38(10), 1272-1293.
Beck, L., & Ajzen, I. (1991). Predicting dishonest actions using the theory of planned behaviour. Journal of Research in Personality, 25, 285-301.
Bentler, P. M., & Speckart, G. (1979). Models of attitude-behaviour relations. Psychological Review, 86, 452-464.
Biddle, B. J., Bank, B. J., & Slavings, R. L. (1987) Norms, preferences, identities and retention decisions. Social Psychology Quarterly, 50, 322-337.
Bolton, R. N., & Lemon K. N. (1999). A dynamic model of customer usage of services: usage as antecedents and consequences of satisfaction. Journal of Marketing Research, 36, 171-186. http://dx.doi.org/10.2307/3152091
Boohene, R., & Agyapong, G. K. Q. (2011). Analysis of the antecedents of customer loyalty of telecommunication industry in Ghana: The Case of Vodafone (Ghana). International Business Research, 4(1), 229-240. Retrieved from http://www.ccsenet.org/journal/index.php/ibr/articledownload/8813/6459
Carman, J. M. (1990). Consumer perceptions of service quality: An assessment of the SERVQUAL dimensions. Journal of Retailing, 66(2), 27-45.
Chang, T. Z., & Width, A. R. (1994). Price product information, and purchase intention: An empirical study. Journal of the academy of marketing sciences, 22, 16-27. http://dx.doi.org/10.1177/0092070394221002
Chaudhuri, A. M., & Holbrook, M. B. (2001). The Chain of effect from Brand Trust and Brand Affect to Brand Performance: The role of brand loyalty. Journal of Marketing, 65(April), 81-93. http://dx.doi.org/10.1509/jmkg.65.2.81.18255
Chun, R., & Davies, G. (2006). The influence of corporate character on customers & employees: exploring similarities and differences. Journal of the Academy of Marketing Science, 34(2), 138-146.
Cronin, J. J., & Taylor, S. A. (1992). Measuring Service Quality – a re-examination and intention. Journal of Marketing, 56(3), 55-68. http://dx.doi.org/10.2307/1252296
Czepiel, J. A., & Culmore, K. (1987). Exploring the concept of loyalty in services. Chicago: American Marketing Association.
Dick, A., & Basu, K. (1994). Customer loyalty: Toward and integrated conceptual framework. Journal of Academy of Marketing Services, 22(2), 99-113. http://dx.doi.org/10.1177/0092070394222001
Drucker, P. F. (1973). Management: Tasks, Responsibilities, practices. New York, NY: Harper and Row.
Eze, F. J., Odigbo, B. E., & Ufot, J. A. (2015). The correlation between business location and consumers patronage: Implications for business policy decisions. British Journal of Economics, Management & Trade, 8(4), 294-304.
Fishbein, M., & Stasson, M. (1990). The role of desires, self-predictions and perceived control in the prediction of training session attendance. Journal of Applied Social Psychology, 20, 173-198.
Gerpott, Rams, & Schindler, T.J., Rams, W., & Schindler, A. (2001). Customer retention, loyalty, and satisfaction in the German mobile cellular telecommunication market. Telecommunication Policy, 25, 249-269.
Hoffman, K.D., & Bateson, J.E.G. (2006). Services marketing: Concepts, strategies, and cases. 3rd Edition. Ohio: Thomson South-Western.
Ibrahim, Y., & Vignali, C. (2005). Predicting consumer patronage behaviour in the Egyptian fast food business. Innovative Marketing, 1(2), 60-76.
Ijewere, A.A. (2008). Marketing theory and practice: A Nigerian perspective, 3rd Edition. Benin City: UNIBEN Press.
Inegbenebor, A.U. (2006). Elements of service operations. In A. U. Inegbenebor, (Ed) The Fundamentals of Entrepreneurship. Benin City: Malthouse Press Limited.
Jabnoun, N., & Al-Tamimi, H.A.H. (2003). Measuring perceived service quality at UAE commercial banks. International Journal of Quality and Reliability Management, 20(4), 458-472.
Jere, M. G., Aderele, B. A., & Jere, A. (2014). Exploring factors that influence store patronage amongst low income consumers in Cape town, South Africa. Mediterranean Journal of Social Sciences, 5(20), 152.
Jones, P., Hillier, D., Shears, P. and Clarke-Hill, C. (2002). Customer perceptions of services brands: A case study of the three major fast food retailers in the UK. Management Research News, 25 (6/7), pp. 41-49.
Khan, M. (2003). ECOSERV: Ecotourists’ quality expectations. Annals of Tourism Research, 30(1): 109-124.
Konwea, P. E. (2012). Increasing trends in the consumption of fast foods in nigeria. International Journal of Arts and Humanities, 1(1), 95-109.
Kotler, P. (2000). Marketing management. The millennuim edition, Upper Saddle River, Prentice Hall.
Kotler, P. (2003). Marketing management (11th ed) New Delhi, India: Prentice-Hall of India.
Kotler, P., & Keller K. (2006). Marketing management (12th ed). U.S.A, New Jersey: Pearson Prentice Hall.
Kotler, P., Bouden, J. T., & Jane, M. C. (2006). Marketing for hospitality and tourism (4th ed.). U.S.A. Pearson International.
Kriesner, T. J., & Leeth, J. D. (2010). Hedonic wage equilibrium: Theory, evidence and policy. London: Now Publishers Inc.
Lee, J., & Feick, L. (2001). The Impact of switching cost on the customer satisfaction – loyalty link: Mobile phone service in France. Journal of Service Marketing, 15, 35-48. http://dx.doi.org/10.1108/08876040110381463
Malhotra, N.K., Birks, D.F., & Wills, P.A. (2013). Essentials of marketing research. Harlow: Pearson.
Mohammed, I. S. (2008). The analysis of customer loyalty in bangladeshi mobile phone operator industry. Independent University, Bangladesh. Retrieved from http:/ /www.wbiconpro.com/501-Sohel pdf
Monroe, K. B. (1991). A test of services marketing theory: Consumer information acquisition activities. Journal of Services Marketing, 55, 10-25.
Morden, A. R. (1991), Elements of Marketing, 2nd Edition, Greet Britain: Educational Low-Priced Books Scheme.
Mwanza, C., & Chingarande, G.R. (2013). A tourist's evaluation of the quality of service delivered by the front offices: A case of the Namibian wildlife resorts. International Journal of Advanced Research in Management and Social Science, 2(6): 10-20.
Nwulu, C. S., & Asiegbu, I. F. (2015). Advancement inclination behaviors and university academic staff patronage of deposit money banks in Port Harcourt. International Journal of Research in Business Studies and Management, 2(6), 94-104.
Ogbeide, D. O., & Agbadudu, J. E. (2015). Determinants of brand equity, perceived value and revisit intention in the hotel industry. Management Sciences Review, 6(1&2), 264-284
Ogle, J.P., Hyllegard, K.H. & Dunbar, B.H. (2004). Predicting patronage behaviour in sustainable retail environment: Adding retail characteristics and consumer lifestyle orientation to the belief-attitude-behaviour intention model. Environment and Behaviour, 36(5), 717-741.
Ogwo, E. O. & Igwe, S. R. (2012). Some key factors influencing attitudes to patronage of GSM services: The Nigerian experience. International Journal of Business Management, 7(18), 83-91.
Oliva, T. A., Oliver, R. L., & MacMilan, I. C. (1992). A catastrophe model for developing service satisfaction strategies. Journal of Marketing, 56, l83-193. http://dx.doi.org/10.2307/1252298
Oliver, R. L., & Desarbo, W. S. (1988). Response determinants in satisfaction judgements. Journal of Consumer Research, 14, 495-508.
Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1988). SERVQUAL: A multi-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1): 12-40.
Payne A., & Holt, S. (2001): Diagnosing customer value: Integrating the value process and relationship marketing. British Journal of Management, 12, 159-182.
Peter, D. (1998). Marketing management and strategy, Second Edition, England: Pearson Education Limited.
Ranaweera, C., & Neely, A. (2003). Some moderating effects on the service quality – customer retention. International Journal of Operation and Production Management, 2(23), 230-247. http://dx.doi.org/10.1108/01443570310458474
Salami, C. G. E., & Ajobo, R. T. (2012). Consumer perceptions about fast food restaurants in Asaba. Global Journal of Management and Business Research, 12(1), 75-81.
Schiffman, L.G. & Kanuk, L.L. (2009). Consumer behaviour. New Delhi: Prentice Hall of Indian
Schlosser, E. (2001). Fast food nation: The dark side of the all-American meal. Boston: Houghton Miltlins.
Schlosser, E. (2002). Fast food nation: what the all-American meal is doing to the world. London, Penguin Group.
Sheppard, B. H., Hartwick, J., & Warshaw, P. R. (1988). The theory of reasoned action: A meta-analysis of past research with recommendations for modifications and future research. Journal of Consumer Research, 15(3), 325-343.
Sheppard, B.H., Hartwick, J. and Warshaw, P.R. (1988). The Theory of Reasoned Action: A Meta-Analysis of Past Research with Recommendations for Modifications and Future Research. Journal of Consumer Research, 15, pp. 325-343.
Stanton, A.E., Etzel, C.A. and Walker, P.O. (1998). Marketing principles and practice. New York: McGraw House
Tafamel, A. E., & Oshodin, E. A. (2015). Customer repurchase intentions, self-image and brand for mobile phones users in Benin City, Nigeria. Management Sciences Review, 6(1&2), 121-146
Tan, K.C., & Kek, S.W. (2004). Service quality in higher education using an enhanced servqual approach. Quality in Higher Education, 12(1), 111-124.
Teas, R. K., & Agarwal, S. (2000). The effects of Extrinsic Product cues on consumers’ perception of quality, sacrifice and value. Journal of the Academy of Marketing Science, 28, 278-291. http://dx.doi.org/10.1177/0092070300282008
Teas, R.K. (1994). Expectations: A comparison standard in measuring service quality: An assessment of a reassessment. Journal of Marketing, 58 (1),132-139.
Tourila, H., & Pangborn, R.M. (1988). Prediction of reported consumption of selected fat-containing foods. Appetite, 11, 81-95.
Varki S., & Colgate M. (2001): The role of price perceptions in an integrated model of behavioral intentions. Journal of Service Research, 3(3), 232-240.
Woodruff, R. B. (1997). Customer value: The next source of competitive advantage. Journal of Academy of Marketing Science, 25(2), 139-153. http://dx.doi.org/10.1007/BF02894350
Yi, H., Xiaoqin Y., & Weiqing Z. (2009). How to promote customer Loyalty of Chinese Mobile Operators: Case study of China Mobile. Master of Business Administration, University of BLEKINGE TEKNISKA HOGSKOLA BTH.
Zeithaml, V. A., & Bitner M. J. (2000). Services marketing, integrating customer focus: A cross the firm (2nd ed.). U.S.A.: McGraw Hill, Irwin.
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Affiliations
Ugo Chucks Okolie
Delta State University, Abraka, Nigeria
Idongesit David Udom
Delta State University, Abraka, Nigeria
How to Cite
1.
Okolie U, Udom I. Determinants of Customer Patronage of Fast Food Outlets in Benin City. MAJ [Internet]. 28Mar.2022 [cited 9Nov.2024];10(4):440-9. Available from: https://journal.unnes.ac.id/sju/maj/article/view/50120
Determinants of Customer Patronage of Fast Food Outlets in Benin City
Vol 10 No 4 (2021): Management Analysis Journal
Submitted: Sep 22, 2021
Published: Mar 28, 2022
Abstract
This study critically examined the factors influencing customer patronage of fast food outlets in Benin City. Specifically, the independent variables examined include quality of service delivery, brand image and price and how they relate to customer patronage. The study adopted survey research design. The population includes all customers that patronize fast food outlets in Benin City, Edo State. Fifty (50) respondents each were chosen in four fast food outlets namely: Mr. Biggs, Mat Ice, Kada Food and Omega Food to have a sample size of two hundred (200) out of which 188 questionnaires were found useable, amounting to 94%. The data analyses were done using both descriptive and inferential statistics. All analyses were done using Statistical Package for Social Sciences (SPSS 22.0) software. The study revealed that there are positive and significant relationship between the independent variables (service quality and brand image) and customer patronage except price that showed negative and not significant relationship with customer patronage. Based on these findings, the study recommended that fast food operators should continue to maintain high quality service delivery that will enhance the brand image of selected fast food outlets.