The impact of customer expectation and satisfaction on repeat patronage in Nigerian fast food restaurants

Hilda Omo-Diagi, Irene Garcia Medina

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    The aim of the study was to critically evaluate the impact of customer expectations and customer satisfaction on repeat patronage in Nigerian fast food restaurant. The relative importance of customer expectations was identified using DINESERV attributes. Bivariate analysis was used to produce cross tabulation results of the questionnaires and the interviews were interpreted. Both results were used to determine what customer expectations are and the significance of the relationship between customer expectations and customer satisfaction as well as their impact on repeat patronage. Findings from the study showed that all the DINESERV attributes had a relatively positive effect on customer satisfaction and repeat patronage which implied that focus on DINESERV attributes (customers’ expectations) is likely to improve customer satisfaction, which may also likely improve repeat patronage.
    Original languageEnglish
    Pages (from-to)178-179
    Number of pages2
    JournalIndian Journal of Research
    Issue number9
    Publication statusPublished - Sep 2015



    • customer expectations
    • customer satisfaction
    • repeat patronage

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