Journal of Business and Management Sciences. 2016, 4(4), 93-97
DOI: 10.12691/JBMS-4-4-3
Original Research

Sustainable Entrepreneurship and Customer Loyalty in the Fast Food Industry in Nigeria

OLAOYE Ismail ‘Kayode1, , AWOLAJA Ayodeji Muyideen2 and DABIRI Muhammed Al-Furqan3

1Department of Business Management, Federal University, Dustin-Ma, Katsina State, Nigeria

2Department of Business Administration, Ekiti State University, Ado-Ekiti, Nigeria

3Department of Banking and Finance, Crescent University, Abeokuta, Ogun State, Nigeria

Pub. Date: October 14, 2016

Cite this paper

OLAOYE Ismail ‘Kayode, AWOLAJA Ayodeji Muyideen and DABIRI Muhammed Al-Furqan. Sustainable Entrepreneurship and Customer Loyalty in the Fast Food Industry in Nigeria. Journal of Business and Management Sciences. 2016; 4(4):93-97. doi: 10.12691/JBMS-4-4-3


This study examines how customer’s perception is influenced by factors of customer loyalty towards certain preferred fast food restaurants. Using survey method, 230 out of 572 randomly selected respondents across three universities in Osun state participated in the study. With a 10-item instrument, the respondents were gauged on their perception of their favorite fast food spot within the campuses and their willingness or otherwise to support their growth and continued existence through their patronage. 73% (168) of the respondents felt that their patronage will continue to aid the growth of their chosen fast food restaurant while 84% (193) believed that the enterprise may not survive without their patronage and that of their cohort. While most of the respondents prefer western styled fast food spot, there was a significant interest in traditional/local eateries. Overall, 89.56% (206) of the respondents were satisfied with the quality of service they received from their chosen fast food spot. The study concluded that pricing and promotion have little effect on customer loyalty while product quality and service quality were the main drivers of customer loyalty and retention.


entrepreneurship, fast food industry, consumer loyalty, business, marketing enterprise


Creative CommonsThis work is licensed under a Creative Commons Attribution 4.0 International License. To view a copy of this license, visit


[1]  Bugarski, B, (2007). ‘Many Happy Returns’. Restaurant Hospitality, 91(3), 32-33.
[2]  Chaudhuri A. & Holbrook M.B. (2001). ‘The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty’, Journal of Marketing; 65 (April): 81-93.
[3]  Cronin, J.J., Brady, M.K., &Hult, G.T.M. (2000). ‘Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments’ Journal of Retailing, 76(2), 193-218.
[4]  De Wulf, Kristof, Gaby Odekerken-Schröder, and Dawn Iacobucci (2001). “Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration,” Journal of Marketing, 65 (October), 33-50.
[5]  Dick, Alan and KunalBasu (1994). “Customer Loyalty: Toward an Integrated Conceptual Framework,” Journal of the Academy of Marketing Science, 22 (2) (April), 99-113.
[6]  Ganesh, J., Arnold, M.J., Reynolds, K.E., (2000). ‘Understanding the Customer Base of Service Providers: An Examination of the Differences between Switchers and Stayers’, Journal of Marketing 64 (3) 65-87.
[7]  Gounaris, Spiros P. and Karin Venetis (2002). “Trust in industrial service relationships: Behavioral consequences, antecedents and the moderating effect of the duration of the relationship,” Journal of Services Marketing, 16(7), 636-55.
[8]  Gronroos, C., (1994). “From marketing mix to relationship marketing – towards a paradigm shift in marketing”, Australian Marketing Journal, vol. 2, August, pp. 9-29.
[9]  Gundlach, G.T., R.S. Achrol and J.T. Mentzer (1995). “The Structure of Commitment in Exchange”, Journal of Marketing, 59 (January), 78-92.
[10]  Hisrich, R.D. & C.G. Brush (1985). ‘Women & minority Entrepreneurs: A comparative analysis’ in J. Hornaday, E. Shills, J. Timmons & K. Vesper (eds), Frontier of Entrepreneurship Research, Wellesley, M.A.: Boston Center for Entrepreneurial Studies. Pp 566-587.
[11]  Izquierdo, C.C., Cillán, J.G., & Gutiérrez, S. S. (2005). The impact of customer relationship marketing on the firm performance: a Spanish case. Journal of Services Marketing, 19(4), 234-244.
[12]  Javalgi, R.G., Martin, L.C., & Young, R.B. (2006). “Marketing research, market orientation and customer relationship management; a framework and implications for service providers”, Journal of Service Marketing, 20(1), 12-24. Accessed on November 5, 2013.
[13]  Liljander, V. &Roos I. (2002). ‘Customer-relationship levels – from spurious to true relationships’ Journal of services marketing, Vol. 16, No 7. p. 593-614.
[14]  Lovelock, C.H., Patterson, P.G. and R.H. Walker, (2001). “Services Marketing: An Asia-Pacific Perspective”, 2nd edition, Prentice Hall, NSW.
[15]  Mohr, L.A. &Bitner, M.J (1995). “The role of employee effort in satisfaction with service transaction”, Journal of Business Research, 32(3), 239-253.
[16]  Morgan, Robert M. and Hunt, Shelby D. (1994). “The commitment-trust theory of relationship marketing”, Journal of Marketing, 58 (July), 20-38.
[17]  Ogundele, O.J.K. (2000). Determinants of entrepreneurial emergence, bahavior and performance in Nigeria. Unpublished doctoral dissertation, Department of Business Administration, University of Lagos, Lagos, Nigeria.
[18]  Ogundele, O.J.K. (2007). Introduction to Entrepreneurship development, corporate governance and small business management. Lagos: Molofin Nominees.
[19]  Ogundele, O.J.K., & Idris, A. A. (2008). Entrepreneurial succession problems in Nigeria: A threat to sustainability. In Proceedings of 1stChikeOkoli International conference on Entrepreneurship and Africa’s quest for development, (p.396-404) Nnamdi Azikiwe University, Awka, Nigeria.
[20]  Oliver, Richard L. (1997), “A behavioral perspective on the consumer”, Irwin/McGraw-Hill New York
[21]  Oliver, Richard L. (1999), “Whence consume loyalty?” Journal of Marketing, 63 (Special Issue), 33-44.
[22]  Schumpeter, J. A. (1934). Theory of Economic Development (3rded.). New York: Oxford University Press
[23]  Wong, F. Y., and Yahyah, S. (2008); ‘Influence of Brand Loyalty on Consumer Sportswear’, International Journal of Economics and Management, 2(2), pp. 221-236.
[24]  Zeithaml, V.A.; (2000), “Service Quality, Profitability, and the Economic Worth of Customers: What We Know and What We Need to Learn”, Journal of the Academy of Marketing Science.