SERVICE BRAND EXPERIENCE AND CUSTOMER BEHAVIOURAL INTENTIONS IN QUICK SERVICE RESTAURANTS (QSRs) IN RIVERS STATE

This study was carried out primarily to investigate the relationship between service brand experience and customers’ behavioural intentions Quick Service Restaurants (QSRs) in the hospitality industry in Port Harcourt, Rivers State, Nigeria. The specific objectives of the study were to; ascertain the relationship between service brand experience and two measures of customers’ behavioural intentions: brand engagement and word of mouth communication. Descriptive survey research design was adopted for the study. The population of study was large and unknown. Consequently, the sample size of 138 determined using Cochran formula for sample size determination from a infinite population. Primary data was utilized in the study. Primary data were collected using a well-structured questionnaire and administered to the customers of QSRs in a university business environment, Port Harcourt, Rivers State, Nigeria. The questionnaire was validated through face and content validity. The internal consistency of the instrument was excellent (.818) using Chronbach Alpha. Statistical tools for data analyses included descriptive analysis and Multiple Regression Analysis. Major findings show that service brand experience had positive significant effect on brand engagement and word of mouth communication. The study therefore concluded that enhancing service brand experience is essential for the promotion of consumers’ experiential responses. It was recommended that the owners/managers of QSRs should develop a robust service quality marketing strategy capable of enhancing the service experience of the QSRs. Keywords: Service brand experience. Brand engagement. Word of Mouth Communication.