| dc.description.abstract | In recent times many organizations have formulated innovative strategies so as to win
customers. This has been driven by various factors, among them the ever increasing
alternatives for consumers to choose from, competition within the industry, increased
consumer awareness and rapid change of technology in service delivery.
This study examined Customer Patronage of up-market fast food outlets in Nairobi with a
view to determining the factors which influence customers in their choice of outlets. The
objectives of the study were, therefore, to identify the profile of customers who patronize
the up-market fast food outlets, and to determine the relative importance of the factors
that make them patronize these outlets.
A sample of 105 respondents completed the questionnaire. The data was analyzed in
terms of descriptive statistics. The study revealed that factors such as the cleanliness and
location of the outlets, variety of food, courtesy and competence of staff, prompt and
reliable services are the principal attributes which influence outlet patronage.
In view of the results of the current study, firms in the sector need to ensure that the cues
they use in their marketing strategies are unique, customer friendly and are superior to
those of competitors if they are to attractt-and retain customers. It is further suggested that similar research studies be conducted with other populations in
different urban settings. | en |
