KOGI STATE

Faculty of Management Sciences

Journal of MANAGEMENT

ISSN: 3212 - 3122

Okeke, Florence Adaora PhD. ; Iheaka Egwuonwu Elekwa PhD. & Ndubueze Jacinta Ozioma

Abstract

The study examined the effect of customer retention strategies on sales performance of fast food restaurants in Abia State, Nigeria. The survey research design was used. The study population of the study covered management staff of 28 fast food restaurants in Aba and Umuahia metropolis of Abia State, Nigeria. 224 respondents from the studied fast food restaurants constituted the sample size of the study. The study findings revealed that the customer retention strategies constructs (customer satisfaction, timely service delivery, service quality, and prompt complaint handling) were all statistically significant and positively related to sales growth of studied fast food restaurants in Abia State, Nigeria. The study recommended that fast food managers must ensure that customer retention strategies such as customer satisfaction, service delivery, service quality and prompt complaint handling should be the pivotal strategic measures to be adopted in order to remain competitive and increased sales performance.

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Keywords

Customer retention strategies, customer satisfaction, timely service delivery, service quality, prompt complaint handling, sales performance.

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