Influencing Factors on Customer Patronage of Local Food Canteen in Ibadan Metropolis
Main Article Content
Abstract
This paper examined the factors influencing customer patronage of local food canteens in Ibadan metropolis. Specifically, the study examined the effect of food quality, service quality, physical environment, price, and food varieties on the patronage of local food canteens in Ibadan, Oyo State. The study adopted a descriptive survey research design. The population of this study is all customers of local food canteens in the Ibadan Metropolis. This population is unknown (infinite) and since the researcher cannot obtain a sampling frame for the population the study adopted Topman's sample size formula to obtain a sample size of 246. Structured Questionnaire was employed as the main instrument of data collection. Descriptive statistics and multiple linear regression analysis were employed in analyzing the data. The analysis shows that all independent variables with the exemption of price were significant determinants of customer patronage in the local food canteens segment of the food service industry in Ibadan. The study concluded that food quality is the most statistically significant determinant of customer patronage of local food canteen followed by physical environment, service quality, price, and food varieties in that order. The study, therefore, recommended that the local food canteen operators should improve the quality of the meals served since it is the best predictor of customer patronage. The physical environment should be appealing to the customer and portray the kind of meals served in the canteen, and they should make available different food varieties with various spices at affordable prices so that the customers can make their choices.
Article Details
Copyright (c) 2025 Ladokun, Isaac Olujide, PhD. (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
Adediran, O.J., & Adekunle, B. (2020). Prevailing barriers and benefits in running food-service business as perceived by operators in Ilorin metropolis. Research Journali's Journal of Hospitality Tourism, 7(1), 1-16. Retrieved from http://www.researchjournali.com/pdf/5389.pdf.
Adediran, O.J., Sule, L. A., & Adekunle, B. (2020). Factors Influencing Patronage and Effectiveness of Consumers' Demographic Attributes On Preference for Foodservice Outlets in Ilorin, Kwara State. IOSR Journal of Business and Management, 22(6), 10-18. e-ISSN: 2278-487X, p-ISSN: 2319-7668. DOI: 10.9790/487X-2206111018 www.iosrjournals.org
Adiele, K. C. (2017). Determinants of airline patronage: A path analysis approach. International Journal of Marketing and Communication Studies, 2(1), 46-70.
Ahmed, A. A. (2015). The effect of service and Food quality on Customer Satisfaction and hence customer retention. Asian Journal of Social Science, 11(23), 129-139.
https://doi.org/10.5539/ass.v11n23p129 DOI: https://doi.org/10.5539/ass.v11n23p129
Ajzen, I., & Fishbein, M. A. (1980). Understanding attitudes and predicting social behaviour. Prentice-Hall.
Akunne, C., & Adeniji, P. (2021). Assessment of Food Service Quality of Chicken Republic and Mega Chicken Restaurants, Lagos, Nigeria. Food and Nutrition Sciences, 12, 602-613. doi: 10.4236/fns.2021.126045.
https://doi.org/10.4236/fns.2021.126045 DOI: https://doi.org/10.4236/fns.2021.126045
Alao, O. O., Akinola, G. O., & Akinbobola, A. O. (2020). Factors affecting customers repeat patronage of fast food restaurants in Southwest Nigeria. Global Journal of Management and Business Research: E Marketing, 20(2), 31-38. Print ISSN: 0975-5853
Dutta, K., Parsa, H. G., Parsa, A. R., & Bujisic, M. (2014). Change in consumer patronage and willingness to pay at different levels of service attributes in restaurants: A study from India. Journal of Quality Assurance in Hospitality and Tourism, 15(2), 149-174.
https://doi.org/10.1080/1528008X.2014.889533 DOI: https://doi.org/10.1080/1528008X.2014.889533
Eze, F. J., Odigbo, B. E., & Ufot, J. A. (2015). The correlation between business location and consumers' patronage: Implications for business policy decisions. British Journal of Economics, Management & Trade, 8(4), 294-304.
https://doi.org/10.9734/BJEMT/2015/16998 DOI: https://doi.org/10.9734/BJEMT/2015/16998
Fadairo, O. S., Adetunji, T., & Adejumo, A. (2020). Factors influencing market choices for uptake of agricultural commodities among patrons at open-air and modern markets in Ibadan metropolis, Nigeria. The Nigerian Journal of Rural Extension and Development, 13, 36-45.
Khoo, J. L., Chan, W. K., SoSoon, K., Theah, W. Y., & Caroline, G. (2021). The factors that influence Malaysian teenagers' fast food purchase intention. Malaysian Journal of Business and Economics (MJBE), 8(1), 141-156. https://doi.org/10.51200/mjbe.vi.3323
https://doi.org/10.51200/mjbe.vi.3323 DOI: https://doi.org/10.51200/mjbe.vi.3323
Ko, W. & Su, L. (2015). Food service quality: Identifying perception indicators of food service quality for hospitality students. Food and Nutrition Sciences, 5, 132-137.
https://doi.org/10.4236/fns.2014.52017 DOI: https://doi.org/10.4236/fns.2014.52017
Mahapatra, S. S., & Sree, K. (2015). Interrelations of service quality and service loyalty dimensions in medical tourism: A structural equation modeling approach, Bench marketing. An International Journal, 22(1), 18-55.
https://doi.org/10.1108/BIJ-04-2013-0036 DOI: https://doi.org/10.1108/BIJ-04-2013-0036
Majid, M., Samsudin, A., Noorkhizan, M. H. I., Zaki, M. I., & Bakar, A. M. (2018). Service quality, food quality, image, and customer loyalty: An empirical study at a hotel restaurant. International Journal of Academic Research in Business and Social Sciences, 8(10), 1432-1446.
https://doi.org/10.6007/IJARBSS/v8-i10/5310 DOI: https://doi.org/10.6007/IJARBSS/v8-i10/5310
Njite, D., Njoroge, J., Parsa, H., Parsa, R., & Van der Rest, J. (2015). Consumer patronage and Willingness to pay at different levels of restaurant attributes: A study from Kenya. Research in Hospitality Management, 5(2), 171-180.
https://doi.org/10.1080/22243534.2015.11828342 DOI: https://doi.org/10.1080/22243534.2015.11828342
Nwiepe, M. N., & Ateke, W. B. (2016). Customer service management and patronage of GSM services in Rivers State. Journal of Marketing Development, 1(1), 98-106.
Nyakweba, N., Wesonga, J. N., & Bosire, B. E. (2015). An analysis of factors influencing consumer patronage of bars: A survey of bars in Kisii Town's central business district, Kenya. Journal of Marketing and Consumer Research, 11, 190-202.
Ogbeide, D. O., & Agbadudu, J. E. (2015). Determinants of brand equity, perceived value, and revisit intention in the hotel industry. Management Sciences Review, 6(1&2), 264-284.
Ogonu, G. C., & Didia, J. U. D. (2020). Brand appeal and customer patronage of fast food firms in Rivers State, Nigeria. International Academy Journal of Management, Marketing and Entrepreneurial Studies, 8(2), 13-20. ISSN: 2382-7446
Okolie, C. U. C., & Udom, I. D. (2021). Determinants of customer patronage of fast food outlets in Benin. Journal of Economics and Management Research, 10, 74-99. https://doi.org/10.22364/jemr.10.05
https://doi.org/10.22364/jemr.10.05 DOI: https://doi.org/10.22364/jemr.10.05
Sefian, M. N. I. M., Jaini, A., Sharudin, N. N., & Abdullah, M. H. (2013). Determining factors that influence customers' re-patronage intention: The case study of Radix Fried Chicken (RFC), the local home-grown fast food chain restaurant in Malaysia. The 2nd IBSM, International Conference on Business and Management, Chiang Mai - Bangkok. 2-4 October 2013.
Umeanyika, E. O., Eze, P. A., Anyasor, O. M. & Anetoh, J. C. (2021). Determinants of consumer patronage of food vendors in Nigeria. International Journal of Social Sciences and Management Research, 7(3) www.iiardpub.org E-ISSN 2545-5303 P-ISSN 2695-2203
Article Sidebar
