ABSTRACT
This study titled, “ A study of relationship marketing and effective customer
patronage in fast food industry in Enugu metropolis” aims at the following:
examining the extent of relationship marketing practice in fast food industry,
examining its techniques for customer retention, determining the
effectiveness of the techniques for customer retention and enhancing
profitability among others. To achieve these objectives, a survey research
design was adopted. The population of the study was management staff and
customers of Crunchies and Mr. Biggs fast food ventures in Enugu. A
sample size of 376 was selected from the staff and customers through
random sampling technique. Data were collected from primary and
secondary sources.
The main instrument used in collecting the primary data
was questionnaire. Secondary data were collected through the review of
related literature. Data were presented in tables as frequency distribution.
In the analysis the techniques of frequency and percentage were used. The
Z-test was applied in testing the hypothesis. The major finding of the study
were; fast food ventures create relationship with customers, the techniques
used to retain customers include ensuring customer’s satisfaction, building
brand and equity product bundling, cross selling, cross promotions, royalty
programmers and home delivery. The study drew the conclusion that fast
food ventures practice relationship marketing to a large extent and
relatio0nship marketing is very effective. Among the recommendations made
are; marketers should develop very effective customer retention strategies
and ensure adequate customers satisfaction. Conducting regular market
research to determine consumer actual needs and ensure customers are
constantly attracted.
