MICRO ENVIRONMENTAL FACTORS AND PERFORMANCE OF QUICK SERVICE RESTAURANTS IN ABA ABIA STATE, NIGERIA

Abstract

Micro-environmental factors present quick service restaurants (QSRs) managers in Aba Abia State with a special challenge of how to maintain profitability in a shrinking market while providing customers with high quality and efficient services. This study examined the effect of micro environmental factors on performance of QSRs in Aba Abia State, Nigeria. The study specific objective was to examine the effect of customer preference on customer loyalty of QSRs. 2 research questions were formulated to guide the study. Survey research design was used. The study target population were 222 staff of 10 QSRs in Aba Abia State. The sample size was calculated to be 143 staff. Primary data was used, content validity was used to validate the study instrument, while Cronbach Alpha reliability technique was used in testing the reliability of the study instrument. Ordinary Least Square Regression was used to analyze the study objectives. Findings revealed that at 5% level (Sig < .05) of significance, customer preference had a positive and significant effect on customer loyalty of QSRs. The study concluded that micro environmental factors had a significant and positive effect on the performance of QSRs in Aba Abia State. Based on the findings, it was recommended that the managers of QSRs should develop a system that remembers returning customers' preferences and past orders, to facilitate a more personalized and quicker ordering experience. Also, they should offer customizable menu options that allow customers to modify their meals according to their taste preferences or dietary restrictions.