Relationship Quality and Customer Retention Among Fast Food Vendors in Ekiti State, Nigeria

Abstract:

The study examined the effect of relationship quality on customer retention in the fast-food industry. Specifically, the study determined the effect of personnel quality as well data base marketing on the quality of the relationship between eateries and their clients. In this survey, a questionnaire was the instrument for data collection. The population of the study consists of a staff of major eateries in the Ado-Ekiti metropolis while a stratified random sampling technique was used to select 52 staff who took part in the study. Data collected were analysed using chi-square. The research finding revealed that personnel quality and database marketing both have a significant effect on relationship quality in eateries. It was therefore recommended that fast food firms should continually train their personnel to be more empathetic and effective especially in the areas of personnel-customer relationship, appearance, quick delivery of services and customer complaint handling style.