SERVICE QUALITY AND BRAND LOYALTY: EVIDENCE FROM CHAIN FAST FOOD COMPANIES IN SOUTHS EAST NIGERIA
Keywords:Service quality, Brand Loyalty, Reliability, Responsiveness, Tangibles, Fast food
This study determined the influence of service quality on customer loyalty in chain fast food companies in
South East Nigeria. It was a survey that was guided by three objectives and three research hypotheses.
Consumers of chain fast food products and services served as respondents while the sample size was 323. A
17-itemed questionnaire on a 4-point scale which reliability test produced a co-efficient of 0.79 served as
research instrument and accessibility sampling technique was used in the administration of the instrument.
Descriptive and inferential statistics on SPSS version 23 were used to analyze the data generated. Findings
revealed that, reliability dimension has positive/significant relationship with brand loyalty(R = 0.504);
responsiveness dimension has positive/significant relationship with brand loyalty (R = 0.245) while
tangibles dimension has a negative relationship with brand loyalty (R = -0.023). In view of the findings, the
study concluded that reliability and responsiveness dimensions of service quality have positive /significant
relationships with brand loyalty while tangibles dimension has a negative relationship with brand loyalty in
the study area and therefore recommended that managers of fast food companies must among others ensure
that service promises are fulfilled, billings are properly done and training of service providers made top
priority in order to improve their speed and mitigate service defects and failures in service delivery