ENTREPRENEURIAL BRAND REPUTATION AND SERVICE QUALITY DELIVERY OF FOOD AND BEVERAGE FIRMS IN PORT HARCOURT.

Abstract

ABSTRACT
This study examined the relationship between Entrepreneurial Brand Reputation and Service Quality Delivery in the Food and Beverage Industry in Port Harcourt, Nigeria. Specifically, the study focused on how brand quality and brand reliability influence timeliness and efficiency in service delivery. A descriptive survey research design was adopted. The population comprised 30 registered food and beverage firms in Port Harcourt, from which a census approach was applied. Data were collected from 171 valid responses using a structured questionnaire designed on a four-point Likert scale. Reliability was confirmed with a Cronbach’s Alpha method. Descriptive statistics and Pearson Product Moment Correlation (PPMC) were employed for data analysis, with hypotheses tested at a 0.01 significance level. The results revealed that brand quality had a strong and significant positive relationship with both timeliness and efficiency. Brand reliability also showed a moderate but significant positive relationship with timeliness and efficiency. This study concluded that entrepreneurial brand reputation anchored on quality and reliability is a critical intangible resource that shapes service quality delivery in Port Harcourt’s food and beverage sector. This study recommended that Food and beverage firms should consistently prioritize high product quality in terms of taste, presentation, and packaging to strengthen brand reputation and improve service timeliness.