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Factors Influencing Consumers’ Satisfaction with Street Restaurants: A Study of Selected Restaurants in Asaba, Delta State

Author

Listed:
  • Prisca Chiamaka Obioha

    (Imo State University, Imo State, Nigeria)

  • Odili Unoma Christabel

    (Nnamdi Azikwe University Anambra State, Nigeria)

Abstract

The growth of urban populations and changing lifestyles have contributed to the rising patronage of street restaurants in Nigeria. This study examines the factors that influence consumer satisfaction with street restaurants in Asaba, Delta State. Using a structured survey instrument, data were collected from 320 respondents and analyzed using descriptive and inferential statistics, including correlation analysis. The study specifically assessed the impact of four variables which are food quality, price, service promptness, and store environment on customer satisfaction. The findings reveal that food quality, including taste, freshness, and variety, has a strong positive correlation with consumer satisfaction. Service promptness and store environment also showed strong positive correlations, indicating that the speed of service and a clean, appealing ambiance significantly affect customer preferences. In contrast, price exhibited a moderate negative correlation, suggesting that although cost matters, customers may prioritize quality and experience over affordability. The study concludes that maintaining high food quality, prompt service, and a clean, inviting environment are critical for sustaining consumer satisfaction in street restaurant businesses. The findings provide strategic insights for food vendors, hospitality entrepreneurs, and policy stakeholders aiming to enhance informal food service delivery in urban Nigerian settings.

Suggested Citation

  • Prisca Chiamaka Obioha & Odili Unoma Christabel, 2025. "Factors Influencing Consumers’ Satisfaction with Street Restaurants: A Study of Selected Restaurants in Asaba, Delta State," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(7), pages 4014-4024, July.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-7:p:4014-4024
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    References listed on IDEAS

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