PRODUCT SERVICE ADAPTATION AND CUSTOMER PURCHASE DECISION OF FAST-FOOD CENTERS IN PORT HARCOURT

Abstract

This study examined the relationship between product service adaptation and customer purchase decision of fast-food enters in Port Harcourt. The objectives of this study were to examine the dimensions of product service adaptation (menu localization and delivery innovation) and the measure of customer purchase decision (spontaneous and purchase decision). The population of the study comprised of all the fast-food centers in Port Harcourt, therefore population of 513,000 customers using the Cochran (1977) formular (95% Cl, p = 0.50, e = 0.05), a minimum sample of 384 was determined, rounded to 385 respondents. The data was analysed using the Pearson Product Moment Correlation in testing the hypotheses and supplemented with the use of SPSS version 27. The result was that product service adaptation has a significant positive relationship with customer purchase decision of fast-food centers in Port Harcourt. The findings revealed that, there is a strong positive significance of menu localisation, delivery innovation and customer purchase decision of fast-food centers in Port Harcourt. The study findings indicated that strong statistically significant positive correlations to menu localization and customer purchase decision (r = .641, p< .001); and delivery innovation and customer purchase decision (r = .583, p< .001). The null hypotheses were all rejected. The study concluded that product service adaptation has a strong positive significant relationship with customer purchase decisions of fast-food centers in Port Harcourt. We therefore recommended that organizations a proper service orientation strategy to incorporate indigeneous food to enhance customer satisfaction and also to apply modern technological outfits in their delivery system as well as coordination tendency and ensure transparency through the use of SEPVQUAL to enhance more on African urban food services.