COMMUNICATION AND CUSTOMER RETENTION OF FAST FOOD OUTLETS IN PORT HARCOURT

Abstract

The study was to investigate the nexus between Communication and Customer Retention of Fast food outlets in Port Harcourt. The study adopted the descriptive research design. The population of this study comprised of sixty five (65) fast food outlets in Port Harcourt gotten from http/www..researchgate.net. Hence, a census study. The instrument that was used for data collection in this study was a structured questionnaire. A test re-test method was used to establish the reliability of the questionnaire. The copies of questionnaire were coded for analysis using SPSS version 23.0. Descriptive statistics of percentage mean and standard deviation with inferential statistics of Pearson Product Moment Correlation co-efficient will be used for data analysis. Analysis of data revealed that there is a  strong and positive relationship between communication and customer referrals of Fast food outlets in Rivers State. The concluded that some managerial implications for relationship marketing. Managers can plan their marketing strategies by this study as it identified the significant variables which influence customer satisfaction.