Exploring the Factors that Influence Customers Intention to Revisit Restaurants in Yenagoa Metropolis

Abstract

The dominance and crucial role of fast food restaurants in the food service delivery process in Nigeria is without dispute. Against this background, the purpose of this study is to examine the influence of food quality, customers’ service, physical environment and security on customers’ intention to revisit a restaurant. The study also sought to ascertain the extent of gender difference in customers revisit intention. A survey research design and convenience sampling method was adopted in this study. Questionnaires were distributed to 350 patrons of fast food restaurants in Yenagoa metropolis Bayelsa state Nigeria. The descriptive analysis of the respondent shows that male are the dominant patrons of fast food restaurants. Also middle income earners and self-employed are the most common among the respondents, Furthermore, the result shows that there is gender difference in customers’ intention to revisit a restaurant, Equally, the study found that food quality, customers’ service, physical environment and security significantly influence customers revisit intention. The paper posits that customer intention to revisit a restaurant is contingent upon food quality, customers service quality, physical environment quality and provision of adequate security. Consequent upon these findings, this paper recommends among others the inclusion of restaurants operations among the functions of the government regulatory agency in charge of food and drugs administration and control, and the training and retraining of employees on the strategies of effectively managing customers’ relation.