SERVICE QUALITY AND CONSUMER-BASED BRAND EQUITY IN CHAIN FAST FOOD OPERATIONS

Abstract

This study examined the influence of service quality on consumer-based brand equity in chain fast food
companies in South East Nigeria. The study was a survey and four research questions and one hypothesis
guided the study. Customers of chain fast food companies in the study area served as respondents while the
sample size was 323. The research instrument used for data collection was a 24-itemed questionnaire on a
4-point scale which produced a reliability co-efficient of 0.79 when tested for reliability. Accessibility
sampling technique was used in the administration of the instrument while descriptive and inferential
statistical tools on SPSS version 23 were used to analyze the data generated. Findings revealed that there
was insignificant difference in the perceptive rating of service quality on brand awareness; perceived service
quality was found to be high; brand loyalty was found to be strong while the relationship between service
quality and consumer-based brand equity was found to be strongly positive (0.817) in the study area. In view
of the findings, the study concluded that the quality of services offered by chain fast food companies in the
study area has positive relationship with consumer-based brand equity. It is recommended among others
that operators of fast food companies must ensure that their service offerings are want-satisfying, and that
service providers should be made to be service-oriented and responsive in attending to customer service
needs to develop long lasting relationships with customers and drive up brand equity.