ABSTRACT
This study from Edo State's Benin City analyzed the factors that led diners to choose Nadia Bakery, Chicken Republic, GT Foods, and Omega over competing fast food establishments. In order to do this, the research delved into a variety of theoretical frameworks and literature. This study relied on first-hand interviews and surveys (questionnaire). The massive amount of data obtained by the questionnaire was compiled in the form of a table, and then examined using frequency, simple percentage, and mean. Two hundred (200) questionnaires were given out by the researcher, and 138 were later collected for presentation and analysis. In order to verify the hypotheses, a regression analysis method was used.
The results showed, among other things: the extent to which physical evidence, service quality, and food quality affect customer patronage in Nadia bakery, chicken republic, GT foods, and Omega fast food outlets in Benin city, Edo state is significant; while and insignificant relationship was found between food variety, location & environment, and hygiene & cleanliness in Nadia bakery, chicken republic, GT foods, and Omega fast food outlets in Benin city, Edo state.
The research suggests, among other things, that these fast food restaurants (Nadia bakery, chicken republic, GT foods, and Omega foods) should enhance their food variety, location, and cleanliness, as well as their physical evidence, service quality, and food quality.
