Correlational Effect of Visual Sensory Perception on Brand Performance of Quick-Service Restaurants in Rivers State, Nigeria
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Abstract
This study investigated the correlational effect of visual sensory perception on brand performance of quick-service restaurants in Rivers State. The study adopted a cross sectional research design with a correlational investigation type. The population for this study comprised the 15 registered quick-service restaurants operating in Rivers State, which are also enlisted in the Nigerian Directories and Search Engine. The study adopted the Census method and administered four (4) copies of questionnaire to management staff from each of the 15 firms, making it a total of 60 respondents for the study. These managers included Operations Managers, Customer Service Managers, Marketing Managers and Supervisors of quick service restaurants in Rivers State. Pearson’s Product Moment Correlation (PPMC) was used in testing the various hypotheses with the help of the Statistical Packages for Social Sciences Version 23.0. The findings revealed existence of significant correlational effect of visual sensory perception on brand performance of quick-service restaurants in Rivers State. Based on the findings, the study concluded that visual sensory perception significantly correlates with brand performance of quick-service restaurants in Rivers State. The study recommended that managers of quick service restaurants should adopt vision as a strategy to boost customer experience, as well as improve overall brand performance; they should also consider the strategic role of visual sensory perception in their quest to understand consumer behaviour, this would boost brand loyalty as well as improve overall performance.
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Copyright (c) 2024 Harcourt Horsfall, PhD (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
Harcourt Horsfall, PhD, Rivers State University, Nkpolu- Oroworukwo, Port Harcourt, Nigeria.
Department of Marketing,
Faculty of Administrative and Management,
Rivers State University, Nkpolu- Oroworukwo, Port Harcourt, Nigeria.
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