SERVICE CONVENIENCE AND MARKETING PERFORMANCE IN FAST FOOD RESTAURANTS IN RIVERS STATE
Keywords:
Decision Convenience. Access Convenience. Customer Satisfaction. Fast Food Restaurants.
Abstract
The study investigated the relationship between service convenience and marketing performance of fast food restaurants in Port Harcourt. There specific objectives were to determine the relationship between decision convenience and customer satisfaction and ascertain the relationship between access convenience and customer satisfaction in fast food restaurants in Port Harcourt. Descriptive research design was employed. The service convenience dimensions were tested to determine and measure the relationship with marketing performance using Pearson Correlation Coefficient with the help of SPSS (version 21) in order to interpret the customers’ response towards the convenience factors. The questionnaires were filled by the respondents selected conveniently from 52 fast food restaurants that made up the population. The findings revealed positive and significant relationship between service convenience and marketing performance measures. The study concluded that, a relationship exists between service convenience and marketing performance. It was therefore recommended that marketing communicating programmes should be very clear to aid consumers to make quick and dependable purchase decisions, and fast food organisations should design a customer centric service system that is capable of minimizing the efforts of customers to gain access to service points.
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References
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Alloy, J. N. & Velnampy, T. (2014). Firm size and profitability: A study of listed manufacturing firms in Sri Lanka. International Journal of Business and Management, 9(4); 57 – 64.
Ambler, T. (2003). Marketing and the Bottom Line. London: FT. Prentice Hall.
Ambler, T.; Kokkinaki, F.; Puntoni, S.; and Riley, D. (2004). Assessing market performance: the current state of metrics. In: Working Paper No. 1–903. London: London Business School.
Amue, G. J. & Asiegbu, I. F. (2014). Internal brand initiatives and brand performance: An empirical investigation of fast food industry in Port Harcourt. International Journal of Business and Management Invention, 3(9), 32-40.
Anderson, R. E. & Srinivasan, S.S(2003). E‐satisfaction and e‐loyalty: A contingency framework, Psychology & marketing Original, 20(2), 123-138,
Anselmsson, J. (2006). Sources of customer satisfaction with shopping malls: a comparative study of different customer segments, International Review of Retail, Distribution and Consumer Research Original, 16(1), 115-138,
Argyres, N. (2011). Using organizational economics to study organizational capability development and strategy. Organization Science, 22(5), 1138-1143.
Arnett, D. B., German, S. D., & Hunt, S. D. (2003). The identity salience model of relationship marketing success: The case of non-profit marketing. Journal of Marketing, 67(2), 89–105.
Berry, L. L, Seiders, K., & Grewal,D. (2002). Understanding service convenience, Journal of marketing Original, 66(3), 1-17, 2002.
Berry, L. L. (2016). Cultivation service brand equity. Journal of the Academy of Marketing Science, 28(1): 128-137.
Bhardwaj, T. & Suresh, N. (2014). A study on convenience of shopping in apparel sector. MSRUAS-JMC, 1(1), 23-27
Bitner, M. J., Stephen W. Brown, and Matthew L. Meuter (2000). Technology infusion in service encounters, Journal of theAcademy of Marketing Science, 28 (1), 138-149.
Black, N. J., Lockett, A., Ennew, C., Winklhofer, H., & McKechnie, S. (2002). Modelling consumer choice of distribution channels: An illustration from financial services. International Journal of Bank Marketing, 20(4/5), 161–173.
Chan, Y. Y. Y., Ngai, E. W. T., (2011). Conceptualising electronic word of mouth activity: an input-process-output perspective. Marketing Intelligence & Planning. 29(5): 488-516.
Chang, Y. W., & Polonsky, M. J., (2012). The influence of multiple types of service convenience on behavioral intentions: the mediating role of consumer satisfaction in Taiwanese leisure setting. International Journal of Hospitality Management. 31: 107-118.
Chircu, A. M. & Mahajan, V. (2006). Managing electronic commerce retail transaction costs for customer value. Decision Support Systems, 42(2), 898-914.
Coase, R. H. (1937). The nature of the firm. Economica, 4(16), 386-405
Colwell, S. R., Aung, M., Kanetkar, V.,& Holden, A.L., (2008). Toward a measure of service convenience: multipleitem scale development and empirical test, Journal of Services Marketing Original, 22(2), 160-169,
Copeland, M. T., (1923). Relation of consumers’ buying habits to marketing methods. Harvard Business Review. 1(3): 282-9.
Cronin, J. R., Brady, M. K., &Hult, G. T., (2000). Assessing the effects of quality, value and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing. 76(2): 193-212.
Dai, H. & Salam, A.F. (2014). Does service convenience matter? An empirical assessment of service quality, service convenience and exchange relationship in electronic mediated environment’, Electronic Markets, 24(4), 269–284.
Dalrymple, D. Cron, W. & Decarlo, T. (2004). Sales Management, 18th Edition. New Jersey: Willey.
De Kerviler, G., Demoulin, N. T. M., &Zidda, P., (2016). Adoption of in-store mobile payment: are perceived risk and convenience the only drivers? J. Retail. Consum. Serv. 31, 334–344
Edward, M. & S. Sahadev, (2011). Role of switching costs in the service quality, perceived value, customer satisfaction and customer retention linkage, Asia Pacific Journal of Marketing and Logistics Original, 23(3), 327-345,
Fridson, M. S., & Alvarez, F. (2002). Financial statement analysis: A practitioner’s guide, Wiley, John and Sons, Inc., 3rd Edition
Gao, Y. (2010). Measuring marketing performance: A review and a framework, The Marketing Review, 10, (1), 25-40.
Guenther, K. (2004a). Getting your website recognized. Online Magazine, 47-49.
Grover, V. & Malhotra, M. K. (2003). Transaction cost framework in operations and supply chain management research: theory and measurement. Journal of Operations management, 21(4), 457-473.
Griffis, S. E., Rao, S., Goldsby, T. J. & Niranjan, T. T. (2012). The customer consequences of returns in online retailing: An empirical analysis. Journal of Operations Management, 30(4), 282-294.
Hermanson, R. H., James, D. E. & Salmonson, R. F. (1989). Accounting Principles. Boston: BPI/IRWIN.
Izquierdo-yusta, A., & Schultz, R. J. (2011). Understanding the effect of internet convenience on intention to purchase via the internet. Journal of Marketing Development and Competitiveness, 5(4), 32–50.
Jiang, L. A., Yang, Z. & Jun, M. (2013). Measuring consumer perceptions of online shopping convenience. Journal of Service Management, 24(2), 191-214.
Kaura, V., Prasad, C. S. D. & Sharma, S. (2014). Impact of service quality, service convenience and perceived price fairness on customer satisfaction in Indian retail banking sector, Management and Labour Studies, 39(2), 127-139.
Kaura, V., Prasad, C. S. D. & Sharma, S. (2015). Service quality, service convenience, price and fairness, customer loyalty, and the mediating role of customer satisfaction, International Journal of Bank Marketing, 33(4), 404 - 422.
Kaura, V. (2013). Service convenience, customer satisfaction, and customer loyalty: study of indian commercial banks, Journal of Global Marketing Original, 26(1),18-27,
Kay, N. M. (2015). Coase and the contribution of ‘the nature of the firm’. Managerial and Decision Economics, 36(1), 44-54.
Kim, Y. K., Lee, M. Y. & Park, S. H. (2014). Shopping value orientation: Conceptualization and measurement. Journal of Business Research, 67(1), 2884-2890.
King, S. F., & Liou, J. S., (2004). A framework for internet channel evaluation. Int. J. Inf. Manag. 24 (6), 473–488.
Kuo, N. Te, Chang, K. C., Chen, M. C., & Hsu, C. L. (2012). Investigating the effect of service quality on customer post-purchasing behaviours in the hotel sector: The moderating role of service convenience. Journal of Quality Assurance in Hospitality & Tourism, 13(3), 212–234.
Lebas, M. & Euske, K. (2002). A conceptual and operational delineation of performance. In Neely A. Business performance measurement: Theory and practice. Cambridge University Press.
Lee, Y. K., Park, K.H., Park, D.H., Lee, K.A.,& Kwon, Y.J (2005). The relative impact of service quality on service value, customer satisfaction, and customer loyalty in Korean family restaurant context, International journal of hospitality & tourism administration Original, 6(1), 27-51,
Liang, C. J., & Wang, W. H., (2006). An insight into the impact of a retailer's relationship efforts on customers' attitudes and behavioral intentions. International Journal of Bank Marketing. 25(5): 336-366.
Maskell,, B. (1994). New Performance Measures, Productivity Press.
Morgan, N. A., Clark, B. H. & Grooner, R. (2002). Marketing productivity, marketing audits and systems for marketing performance assessment. integrating multiple perspectives” Journal of Business Research, 55, 363-375.
Mustapha, A. M., Fakokunde, T. O.,& Awolusi, O. D. (2014). The quick service restaurant business in nigeria: exploring the emerging opportunity for entrepreneurial development and growth. Global Journal and Commerce and Management Perspective, 3(3), 8-14.
Nguyen, D. T., DeWitt, T. & Russell-Bennett, R. (2012). Service convenience and social services cape: retail vs. hedonic setting. Journal of Services Marketing, 26(4), 265-277.
Oliver, R. (1997). Satisfaction: A behavioral perspective on the consumer, New York ˈ NY: Irwin McGraw-Hill Original,
Ostrom, A. L., Parasuraman, A., Bowen, D. E., Patrício, L. and Voss, C. A. (2015). Service research priorities in a rapidly changing context", Journal of Service Research, 18(2), 127-159
Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors influencing the effectiveness of relationship marketing: A meta analysis. Journal of Marketing, 70(3), 136–153.
Pura M. (2005). Linking perceived value and loyalty in location-based mobile services, Managing Service Quality, 15(6): 509-538.
Rowley, J. (2005). The four Cs of customer loyalty. Marketing Intelligence & Planning, 23(6), 574–581.
Roy, S.K., Lassar, W.M. & Shekhar, V. (2016). Convenience and satisfaction: mediation of fairness and quality’, The Service Industries Journal, 36(5–6), 239–260.
Rust, R. T., Ambler, T., Carpenter, G. S., Kumar, V. & Srivastava, R. K. (2004). Measuring Marketing Productivity: Current Knowledge and Future Directors, Journal of Marketing 68, (4), 76-89.
Schiffman, L G and Kanuk, L L (2002). Consumer Behaviour, Engel-wood Cliffs, NJ: Prentice Hall.
Scott, R. C., May, A., Vinay, K. & Alison, L. H. (2005). Toward a measure of service convenience: multiple-item scale development and empirical test. Journal of Services Marketing, 22/2 (2008), 160–169
Sehgal, J. K. (2016). Impact of service convenience on customer satisfaction. SOPAAN-II, 1(1), 1-6
Seiders, K., Voss, G.B., Godfrey, A.L.,& Grewal, D., (2007). SERVCON: development and validation of a multidimensional service convenience scale, Journal of the Academy of Marketing Science Original, 35(1), 144-156,
Sin, L. Y. M., Tse, A. C. B., Yau, O. H. M., Chow, R. P. M., & Lee, J. S. Y. (2005). Market orientation, relationship market orientation, and business performance: The moderating effects of economic ideology and industry type. Journal of International Marketing, 13(1), 36–57.
Varsei, M., Soosay, C., Fahimnia, B. & Sarkis, J. (2014). Framing sustainability performance of supply chains with multidimensional indicators. Supply Chain Management: An International Journal, 19(3), 242-257.
Williamson, O. E. (1975). Markets and hierarchies: analysis and antitrust implications. Free Press, New York.
Zeithaml, V. A. & Bitner, M. J. (2000). Services marketing: integrating customer focus across the firm, 2nd ed., Irwin/McGraw-Hill, Boston, MA.
Alloy, J. N. & Velnampy, T. (2014). Firm size and profitability: A study of listed manufacturing firms in Sri Lanka. International Journal of Business and Management, 9(4); 57 – 64.
Ambler, T. (2003). Marketing and the Bottom Line. London: FT. Prentice Hall.
Ambler, T.; Kokkinaki, F.; Puntoni, S.; and Riley, D. (2004). Assessing market performance: the current state of metrics. In: Working Paper No. 1–903. London: London Business School.
Amue, G. J. & Asiegbu, I. F. (2014). Internal brand initiatives and brand performance: An empirical investigation of fast food industry in Port Harcourt. International Journal of Business and Management Invention, 3(9), 32-40.
Anderson, R. E. & Srinivasan, S.S(2003). E‐satisfaction and e‐loyalty: A contingency framework, Psychology & marketing Original, 20(2), 123-138,
Anselmsson, J. (2006). Sources of customer satisfaction with shopping malls: a comparative study of different customer segments, International Review of Retail, Distribution and Consumer Research Original, 16(1), 115-138,
Argyres, N. (2011). Using organizational economics to study organizational capability development and strategy. Organization Science, 22(5), 1138-1143.
Arnett, D. B., German, S. D., & Hunt, S. D. (2003). The identity salience model of relationship marketing success: The case of non-profit marketing. Journal of Marketing, 67(2), 89–105.
Berry, L. L, Seiders, K., & Grewal,D. (2002). Understanding service convenience, Journal of marketing Original, 66(3), 1-17, 2002.
Berry, L. L. (2016). Cultivation service brand equity. Journal of the Academy of Marketing Science, 28(1): 128-137.
Bhardwaj, T. & Suresh, N. (2014). A study on convenience of shopping in apparel sector. MSRUAS-JMC, 1(1), 23-27
Bitner, M. J., Stephen W. Brown, and Matthew L. Meuter (2000). Technology infusion in service encounters, Journal of theAcademy of Marketing Science, 28 (1), 138-149.
Black, N. J., Lockett, A., Ennew, C., Winklhofer, H., & McKechnie, S. (2002). Modelling consumer choice of distribution channels: An illustration from financial services. International Journal of Bank Marketing, 20(4/5), 161–173.
Chan, Y. Y. Y., Ngai, E. W. T., (2011). Conceptualising electronic word of mouth activity: an input-process-output perspective. Marketing Intelligence & Planning. 29(5): 488-516.
Chang, Y. W., & Polonsky, M. J., (2012). The influence of multiple types of service convenience on behavioral intentions: the mediating role of consumer satisfaction in Taiwanese leisure setting. International Journal of Hospitality Management. 31: 107-118.
Chircu, A. M. & Mahajan, V. (2006). Managing electronic commerce retail transaction costs for customer value. Decision Support Systems, 42(2), 898-914.
Coase, R. H. (1937). The nature of the firm. Economica, 4(16), 386-405
Colwell, S. R., Aung, M., Kanetkar, V.,& Holden, A.L., (2008). Toward a measure of service convenience: multipleitem scale development and empirical test, Journal of Services Marketing Original, 22(2), 160-169,
Copeland, M. T., (1923). Relation of consumers’ buying habits to marketing methods. Harvard Business Review. 1(3): 282-9.
Cronin, J. R., Brady, M. K., &Hult, G. T., (2000). Assessing the effects of quality, value and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing. 76(2): 193-212.
Dai, H. & Salam, A.F. (2014). Does service convenience matter? An empirical assessment of service quality, service convenience and exchange relationship in electronic mediated environment’, Electronic Markets, 24(4), 269–284.
Dalrymple, D. Cron, W. & Decarlo, T. (2004). Sales Management, 18th Edition. New Jersey: Willey.
De Kerviler, G., Demoulin, N. T. M., &Zidda, P., (2016). Adoption of in-store mobile payment: are perceived risk and convenience the only drivers? J. Retail. Consum. Serv. 31, 334–344
Edward, M. & S. Sahadev, (2011). Role of switching costs in the service quality, perceived value, customer satisfaction and customer retention linkage, Asia Pacific Journal of Marketing and Logistics Original, 23(3), 327-345,
Fridson, M. S., & Alvarez, F. (2002). Financial statement analysis: A practitioner’s guide, Wiley, John and Sons, Inc., 3rd Edition
Gao, Y. (2010). Measuring marketing performance: A review and a framework, The Marketing Review, 10, (1), 25-40.
Guenther, K. (2004a). Getting your website recognized. Online Magazine, 47-49.
Grover, V. & Malhotra, M. K. (2003). Transaction cost framework in operations and supply chain management research: theory and measurement. Journal of Operations management, 21(4), 457-473.
Griffis, S. E., Rao, S., Goldsby, T. J. & Niranjan, T. T. (2012). The customer consequences of returns in online retailing: An empirical analysis. Journal of Operations Management, 30(4), 282-294.
Hermanson, R. H., James, D. E. & Salmonson, R. F. (1989). Accounting Principles. Boston: BPI/IRWIN.
Izquierdo-yusta, A., & Schultz, R. J. (2011). Understanding the effect of internet convenience on intention to purchase via the internet. Journal of Marketing Development and Competitiveness, 5(4), 32–50.
Jiang, L. A., Yang, Z. & Jun, M. (2013). Measuring consumer perceptions of online shopping convenience. Journal of Service Management, 24(2), 191-214.
Kaura, V., Prasad, C. S. D. & Sharma, S. (2014). Impact of service quality, service convenience and perceived price fairness on customer satisfaction in Indian retail banking sector, Management and Labour Studies, 39(2), 127-139.
Kaura, V., Prasad, C. S. D. & Sharma, S. (2015). Service quality, service convenience, price and fairness, customer loyalty, and the mediating role of customer satisfaction, International Journal of Bank Marketing, 33(4), 404 - 422.
Kaura, V. (2013). Service convenience, customer satisfaction, and customer loyalty: study of indian commercial banks, Journal of Global Marketing Original, 26(1),18-27,
Kay, N. M. (2015). Coase and the contribution of ‘the nature of the firm’. Managerial and Decision Economics, 36(1), 44-54.
Kim, Y. K., Lee, M. Y. & Park, S. H. (2014). Shopping value orientation: Conceptualization and measurement. Journal of Business Research, 67(1), 2884-2890.
King, S. F., & Liou, J. S., (2004). A framework for internet channel evaluation. Int. J. Inf. Manag. 24 (6), 473–488.
Kuo, N. Te, Chang, K. C., Chen, M. C., & Hsu, C. L. (2012). Investigating the effect of service quality on customer post-purchasing behaviours in the hotel sector: The moderating role of service convenience. Journal of Quality Assurance in Hospitality & Tourism, 13(3), 212–234.
Lebas, M. & Euske, K. (2002). A conceptual and operational delineation of performance. In Neely A. Business performance measurement: Theory and practice. Cambridge University Press.
Lee, Y. K., Park, K.H., Park, D.H., Lee, K.A.,& Kwon, Y.J (2005). The relative impact of service quality on service value, customer satisfaction, and customer loyalty in Korean family restaurant context, International journal of hospitality & tourism administration Original, 6(1), 27-51,
Liang, C. J., & Wang, W. H., (2006). An insight into the impact of a retailer's relationship efforts on customers' attitudes and behavioral intentions. International Journal of Bank Marketing. 25(5): 336-366.
Maskell,, B. (1994). New Performance Measures, Productivity Press.
Morgan, N. A., Clark, B. H. & Grooner, R. (2002). Marketing productivity, marketing audits and systems for marketing performance assessment. integrating multiple perspectives” Journal of Business Research, 55, 363-375.
Mustapha, A. M., Fakokunde, T. O.,& Awolusi, O. D. (2014). The quick service restaurant business in nigeria: exploring the emerging opportunity for entrepreneurial development and growth. Global Journal and Commerce and Management Perspective, 3(3), 8-14.
Nguyen, D. T., DeWitt, T. & Russell-Bennett, R. (2012). Service convenience and social services cape: retail vs. hedonic setting. Journal of Services Marketing, 26(4), 265-277.
Oliver, R. (1997). Satisfaction: A behavioral perspective on the consumer, New York ˈ NY: Irwin McGraw-Hill Original,
Ostrom, A. L., Parasuraman, A., Bowen, D. E., Patrício, L. and Voss, C. A. (2015). Service research priorities in a rapidly changing context", Journal of Service Research, 18(2), 127-159
Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors influencing the effectiveness of relationship marketing: A meta analysis. Journal of Marketing, 70(3), 136–153.
Pura M. (2005). Linking perceived value and loyalty in location-based mobile services, Managing Service Quality, 15(6): 509-538.
Rowley, J. (2005). The four Cs of customer loyalty. Marketing Intelligence & Planning, 23(6), 574–581.
Roy, S.K., Lassar, W.M. & Shekhar, V. (2016). Convenience and satisfaction: mediation of fairness and quality’, The Service Industries Journal, 36(5–6), 239–260.
Rust, R. T., Ambler, T., Carpenter, G. S., Kumar, V. & Srivastava, R. K. (2004). Measuring Marketing Productivity: Current Knowledge and Future Directors, Journal of Marketing 68, (4), 76-89.
Schiffman, L G and Kanuk, L L (2002). Consumer Behaviour, Engel-wood Cliffs, NJ: Prentice Hall.
Scott, R. C., May, A., Vinay, K. & Alison, L. H. (2005). Toward a measure of service convenience: multiple-item scale development and empirical test. Journal of Services Marketing, 22/2 (2008), 160–169
Sehgal, J. K. (2016). Impact of service convenience on customer satisfaction. SOPAAN-II, 1(1), 1-6
Seiders, K., Voss, G.B., Godfrey, A.L.,& Grewal, D., (2007). SERVCON: development and validation of a multidimensional service convenience scale, Journal of the Academy of Marketing Science Original, 35(1), 144-156,
Sin, L. Y. M., Tse, A. C. B., Yau, O. H. M., Chow, R. P. M., & Lee, J. S. Y. (2005). Market orientation, relationship market orientation, and business performance: The moderating effects of economic ideology and industry type. Journal of International Marketing, 13(1), 36–57.
Varsei, M., Soosay, C., Fahimnia, B. & Sarkis, J. (2014). Framing sustainability performance of supply chains with multidimensional indicators. Supply Chain Management: An International Journal, 19(3), 242-257.
Williamson, O. E. (1975). Markets and hierarchies: analysis and antitrust implications. Free Press, New York.
Zeithaml, V. A. & Bitner, M. J. (2000). Services marketing: integrating customer focus across the firm, 2nd ed., Irwin/McGraw-Hill, Boston, MA.
Published
2023-09-30
How to Cite
Emmanuel Ogechi, W., Nyamadi, J., & Doris, A.-G. (2023). SERVICE CONVENIENCE AND MARKETING PERFORMANCE IN FAST FOOD RESTAURANTS IN RIVERS STATE. GPH-International Journal of Business Management, 6(09), 103-118. https://doi.org/10.5281/zenodo.10675213
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Articles
Copyright (c) 2023 Wele, Emmanuel Ogechi, Jonathan Nyamadi & Ademe-Godwin, Doris
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