SERVICE CONVENIENCE AND MARKETING PERFORMANCE IN FAST FOOD RESTAURANTS IN RIVERS STATE

The study investigated the relationship between service convenience and marketing performance of fast food restaurants in Port Harcourt. There specific objectives were to determine the relationship between decision convenience and customer satisfaction and ascertain the relationship between access convenience and customer satisfaction in fast food restaurants in Port Harcourt. Descriptive research design was employed. The service convenience dimensions were tested to determine and measure the relationship with marketing performance using Pearson Correlation Coefficient with the help of SPSS (version 21) in order to interpret the customers’ response towards the convenience factors. The questionnaires were filled by the respondents selected conveniently from 52 fast food restaurants that made up the population. The findings revealed positive and significant relationship between service convenience and marketing performance measures. The study concluded that, a relationship exists between service convenience and marketing performance. It was therefore recommended that marketing communicating programmes should be very clear to aid consumers to make quick and dependable purchase decisions, and fast food organisations should design a customer centric service system that is capable of minimizing the efforts of customers to gain access to service points.