EFFECT OF ENTREPRENEURIAL MARKETING ON CUSTOMER RETENTION IN QUICK SERVICE RESTAURANTS (QSR) IN PORT HARCOURT: MEDIATING ROLE OF CORPORATE CULTURE

Abstract

The study investigated the direct and indirect effect of entrepreneurial marketing on customer retention in Quick Service Restaurants (QSRs) with corporate culture as a moderating variable in the garden city of Port Harcourt, Rivers State, Nigeria. The quasi-experimental designed study employed survey approach and gathered primary data from 144senior employees who work in upscale restaurants in Port Harcourt. A well-structured questionnaire containing 33 items, with nine demographic items was used to generate primary data from the respondents. To test the hypotheses after data editing and reliability analysis of the instrument, inferential statistics was conducted with the help of Statistical Package For Social Sciences (SPSS). The statistical results of the inferential statistical analysis revealed that entrepreneurial marketing is a determinant of customer retention in the upscale restaurants. The mediating role of corporate culture also exists significantly between entrepreneurial marketing and customer retention. The study concluded that entrepreneurial marketing is a strategic means of enhancing customer retention with a good corporate culture in QSRs. It was recommended that that management should opt for corporate culture that will accommodate entrepreneurial behaviour and encourage customer centricity.