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 percentage were used. The Z-test was applied in testing the hypothesis. The major finding of the study were; fast food ventures create relationship with customers, the techniques used to retain customers include ensuring customer’s satisfaction, building brand and equity product bundling, cross selling, cross promotions, royalty programmers and home delivery. The study drew the conclusion that fast food ventures practice relationship marketing to a large extent and relatio0nship marketing is very effective. Among the recommendations made are; marketers should develop very effective customer retention strategies and ensure adequate customers satisfaction. Conducting regular market research to determine consumer actual needs and ensure customers are constantly attracted.
