THE RELATIONSHIP OF SERVICE QUALITY, BRAND REPUTATION, CUSTOMER SATISFACTION, AND CUSTOMER COMMITMENT: A CASE STUDY OF A FAST-FOOD OUTLET IN NIGERIA
Keywords:
Service Quality, Brand Reputation, Customer Satisfaction, Brand Commitment, Fast-food RestaurantAbstract
The post-pandemic period of COVID-19 has driven the restaurant business to emphasize service quality and brand reputation to regain customer satisfaction and commitment. This study focuses on the fast-food sector in Nigeria, where the industry is experiencing growth. The study objectives are to: 1) explore the relationship between service quality, brand reputation, customer satisfaction, and customer commitment, 2) extend the concept of service quality, brand reputation, customer satisfaction, and customer commitment within the fast-food restaurant industry, and 3) provide managerial implications for improving service quality, brand reputation, customer satisfaction, and customer commitment. This study employed a quantitative approach using a self-administered questionnaire distributed to 271 customers who had experience with a selected fast-food outlet in Lagos, Nigeria. Multiple regression analysis showed that service quality and brand reputation positively impact customer satisfaction, while service quality, brand reputation, and customer satisfaction significantly affected customer commitment. Brand reputation had a stronger impact on both customer satisfaction and customer commitment than service quality. The study concluded that brand reputation significantly contributed to the performance of fast-food outlets in achieving customer satisfaction and commitment. Therefore, fast-food outlets should focus on enhancing their brand reputation to increase customer satisfaction and commitment.
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