INFLUENCE OF SERVICE CONVENIENCE ON CUSTOMER LOYALTY IN FAST FOOD RESTAURANTS IN EMBU TOWN, EMBU COUNTY, KENYA

MWEBIA, MERCY KIRUMBA

dc.contributor.author	MWEBIA, MERCY KIRUMBA
dc.date.accessioned	2025-01-18T09:44:10Z
dc.date.available	2025-01-18T09:44:10Z
dc.date.issued	2024
dc.identifier.uri	https://ir.gretsauniversity.ac.ke/xmlui/handle/20.500.12736/4165
dc.description.abstract	The main objective this study is to analyze the influence of service convenience on customer loyalty in fast food restaurants in Embu town located in Embu County, Kenya. Service convenience overtime has been seen to be increasingly important to customers through the different types of convenience which are; Decision convenience, Access convenience, Transaction convenience, Benefit convenience and Post benefit convenience. The researcher therefore sought to investigate the influence of these service convenience dimensions on the loyalty of customers patronizing the fast food restaurants in the area of study. Sample size of 323 respondents obtained from Cochrans sample size formula for unknown population was determined through simple random sampling technique. The data was collected by use of questionnaires as the research tool. Data analysis was done using descriptive statistics (means, mode, medians, standard deviations) and inferential statistics (Pearson correlation analysis) and the outcome of the analysis was presented on tables. The findings showed that service convenience had a positive influence on customer loyalty. The recommendations from this research paper will enable managers and owners/ proprietors of the fast food outlets to better understand the customers’ needs which in turn will enable them to satisfy them better. Key Words: Service convenience, Customer loyalty	en_US
dc.publisher	Gretsa university	en_US
dc.subject	Research project	en_US
dc.title	INFLUENCE OF SERVICE CONVENIENCE ON CUSTOMER LOYALTY IN FAST FOOD RESTAURANTS IN EMBU TOWN, EMBU COUNTY, KENYA	en_US