An assessment of the influence of service marketing mix on customer choice of restaurant in Kumasi.
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Date
July, 2015
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Abstract
The study focuses on influence of service marketing mix on customers’ choice of registered restaurants in the Kumasi Metropolis. Nine service marketing mix attributes have been identified by many scholars but the study focused on 7ps, including product, price, place, process, promotion, people and physical evidence. The study used both qualitative and quantitative research approaches and primary data were collected through administration of questionnaire to 293 customers of five registered restaurants in the Kumasi Metropolis. The restaurants were stratified into grade 1, grade 2 and grade 3 restaurants and 1 restaurant was selected from grade 1, 2 restaurants were from grade 2 and 3 each. The data collected were analyzed with the use of Statistical Package for Social Sciences (SPSS) and Chi-square and Pearson’s Correlation Coefficient were used to test independency and relationship of service marketing mix and customer choice. The study found that majority (25.7%, 56.7%, 52.9%) of respondents from grade 1,2,3 respectively attended restaurants daily, once a month and 1-2 times per month respectively. It was also found that greater percentage (23.1%, 50%, 43.2%) of the respondents from grade 1,2,3 respectively preferred eating from restaurants on week days, weekends and Any day respectively. Process (χ2=96.465; p<0.01) had the greatest influence on customer’s decision to repeat purchase. All other attributes, except place significantly influence decision to repeat purchase. The study recommended that restaurant operators should limit investment on opening of many branches but they should think of making the existing ones more accessible using signage to direct customers. Restaurants operators should increase their investment on the extended 3p’s (process, people and physical evidence), especially process by ensuring speedy delivery of service, home delivery and having opening and closing time consistent with customers’ life style.
Description
A thesis submitted to Department of Marketing and Corporate Strategy Kwame Nkrumah University of Science and Technology School of Business in partial fulfilment of the requirements for the degree of Master of Business Administration (Marketing-Option).