Customer patronage of up-market fast food outlets in Nairobi

Abstract

In recent times many organizations have formulated innovative strategies so as to win customers. This has been driven by various factors, among them the ever increasing alternatives for consumers to choose from, competition within the industry, increased consumer awareness and rapid change of technology in service delivery. This study examined Customer Patronage of up-market fast food outlets in Nairobi with a view to determining the factors which influence customers in their choice of outlets. The objectives of the study were, therefore, to identify the profile of customers who patronize the up-market fast food outlets, and to determine the relative importance of the factors that make them patronize these outlets. A sample of 105 respondents completed the questionnaire. The data was analyzed in terms of descriptive statistics. The study revealed that factors such as the cleanliness and location of the outlets, variety of food, courtesy and competence of staff, prompt and reliable services are the principal attributes which influence outlet patronage. In view of the results of the current study, firms in the sector need to ensure that the cues they use in their marketing strategies are unique, customer friendly and are superior to those of competitors if they are to attractt-and retain customers. It is further suggested that similar research studies be conducted with other populations in different urban settings.