A STUDY OF RELATIONSHIP MARKETING AND EFFECTIVE CUSTOMER PATRONAGE IN FAST FOOD INDUSTRY IN ENUGU METROPOLIS

📄 Project Abstract

This study titled, A study of relationship marketing and effective customer patronage in fast food industry in Enugu metropolis aims at the following: examining the extent of relationship marketing practice in fast food industry, examining its techniques for customer retention, determining the effectiveness of the techniques for customer retention and enhancing profitability among others. To achieve these objectives, a survey research design was adopted. The population of the study was management staff and customers of Crunchies and Mr. Biggs fast food ventures in Enugu. A sample size of 376 was selected from the staff and customers through random sampling technique. Data were collected from primary and secondary sources. The main instrument used in collecting the primary data was questionnaire. Secondary data were collected through the review of related literature. Data were presented in tables as frequency distribution. In the analysis the techniques of frequency and percent...