INFLUENCE OF PHYSICAL ENVIRONMENT ON CUSTOMER LOYALTY TO RESTAURANTS SERVICES IN ENUGU METROPOLIS

Abstract

<em>The study investigated the influence of physical environment on customer loyalty to restaurants services in Enugu Metropolis. The specific objectives include; To determine the influence of functionality and customer loyalty to restaurants services in Enugu Metropolis. to ascertain the influence of aesthetics and customer loyalty to restaurants services in Enugu Metropolis and to examine the influence of convenience and customer loyalty to restaurants services in Enugu Metropolis. The study used survey research design. The sample size of the study was 384. Structured questionnaire was used for data collection. The reliability coefficient of questionnaire was 0.70 and this was measured using Cronbach’s Alpha coefficient which showed consistency of the instrument. Regression tool was used in testing the hypotheses. After data analysis, findings revealed that functionality had a significant positive influence on customers’ loyalty of restaurants services in Enugu Metropolis, aesthetics had a significant positive influence on customers’ loyalty of restaurants services in Enugu Metropolis and convenience had a significant positive influence on customers’ loyalty of restaurants services in Enugu Metropolis. The study concluded that functionality, aesthetics and convenience make customers to be loyal to restaurants services in Enugu metropolis. Based on the findings and conclusion reached, the following were made: Managers of restaurants firms should consider functionality, aesthetics and convenience as a powerful strategy tool for achieving customers’ loyalty</em>