CUSTOMER PERCEIVED VALUE AND REPURCHASE INTENTIONS IN QUICK SERVICE RESTAURANTS (QSRS) IN PORT HARCOURT, RIVERS STATE, NIGERIA
Abstract
The conceptualisation and delivery of memorable experiences to enhance customers’ perceived value capable of promoting customers’ behavioral intentions in the tourism industry have become a source of competitive advantage for tourism service providers such as the Quick Service Restaurants (QSRs). This current study examined the direct effect of customer perceived value on customers’ repurchase intentions in QSRs in the garden city of Port Harcourt, Rivers State, Nigeria. The descriptive survey research gathered data from 150 dinners in QSRs operating in Port Harcourt using a questionnaire with 12 items, in addition to four demographic items. Two hypotheses were developed and tested in the study and validated with the help of SPSS after data editing, with reliability analysis of the instrument and inferential statistics. The result of the inferential statistical analysis showed that repurchase intention towards the QSRs is driven by customer perceived value (emotional and social value). The study, therefore, concludes that a higher customer perceived value will engender higher repurchase intentions. This places a demand on owners/managers of QSR to develop a marketing strategy that will help them to identify, evaluate and manage customers' experiences in such a manner to enhance the pleasure of customers.
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