Services Quality Model for Attracting Patronage for Fast Food Restaurants: Study of FCT, Abuja Nigeria

Abstract

The high population of youths in Abuja portrays an opportunity for profitable patronage for Fast Food Restaurants in Abuja. Unfortunately, many of them are out of business because of low profit as a result low patronage. Many efforts have been made to savage the industry but to no avail, hence the need for a Services Quality Model. To realize this, secondary data was obtained through the Internet, Test books, and Journals, while primary data were obtained through a Questionnaire distributed to youths residing in Abuja. Primary data obtained was tabulated and analyzed through the percentage method. Major findings include: (a) few employed and undergraduate youths patronize the Fast Food Restaurants because they don't have time to cook, and when they want to socialize with friends; (b) major factor that attract youths preferred Restaurants are fresh food in big quantity with moderate prices, always available variety of food, neat and cool environment, friendly personnel and less steps for ordering and receiving food; (c) major external environmental factors against the Fast Food Industry include: insecurity in the country, inflation, high interest rate/ tax regime, high cost of doing business in the country, dominance of ‘Mama put', and lack of modern technology. Based on the findings, the recommended Marketing activities are summarized under the five fundamental factors for measuring Services Quality; reliability, responsiveness, tangibles, assurance and empathy. Also recommended is the use of the Marketing tools to counter the possible effects of the threats from the external environment.