SERVICE INNOVATIONS AND CUSTOMER PATRONAGE OF FAST FOOD CENTERS IN PORT HARCOURT

Abstract

This paper empirically investigated the relationship between Service Innovations and Customer Patronage of Fast Food Centers in Port Harcourt. Specifically, the objectives of the study were to determine how technological innovation and menu innovation relates with customer retention and customer loyalty of fast food centers in Port Harcourt. The research design adopted was the correlational research design. The chosen population for this study comprised of all the customers of fast food centers in Port Harcourt. A sample size of 384 customers was chosen using Cochran formula for sample size determination for an infinite population. However, only 280 customers provided data for the study through questionnaire that was designed in the Likert 5-point scale of strongly disagree to strongly disagree.  Data were analyzed using descriptive and inferential statistics, with Pearson Product Moment Correlation (PPMC) used to test the null hypotheses. From results of the analysis, it was revealed that the dimensions of service innovations positively and significantly relate with customer retention and customer loyalty of fast food centers in Port Harcourt. Based on these findings, it was concluded that fast food businesses that invest in innovative service delivery systems and dynamic menu designs are more likely to maintain and grow a loyal customer base. Therefore, the study recommended amongst others that fast food centers should adopt advanced digital solutions such as mobile ordering apps, self-service kiosks, and digital payment systems to enhance customer convenience and satisfaction.