Service Quality and Customer Satisfaction in Selected Food Outlets, Lagos State, Nigeria

Abstract

Most customers expect value for their money in the form of quality products and services. The
study examines the relationship between quality products or services and customer satisfaction in
selected food outlets in the Ikeja Local Government Area of Lagos State, Nigeria. The research
design is the descriptive survey and data gathered through a well-structured questionnaire. The
sample for the study consists of 120 literate individuals who are customers of selected food outlets
in the Ikeja Local Government Area of Lagos, drawn through the simple random technique. The
questionnaire was the main instrument for data collection, measured on a 5-point Likert Scale.
Data collected were analysed using the descriptive statistical techniques of Percentiles and
Regression methods with the aid of the Statistical Package for Social Sciences (SPSS) software
for editing and encoding. The findings of the study revealed that quality service consistency has
a significant relationship and effect on the sales volume (r =0.336, p<0.05) and that there is a
significant relationship between staff etiquette and customer purchase intention (r = 0.766,
p<0.05). The study, however, recommended that food outlet owners should properly identify and
anticipate the needs of the customers, maintain consistency of service quality with customer
orders, ensure periodic staff training to enhance customer-service skills in active listening,
empathy, complaints handling, role playing, teamwork and collaboration, upselling and closing
thoughts, introduce modern safety techniques and excellent interpersonal relationships.