www.eprajournals.com Volume: 5| Issue: 10 | October 2019 25 EPRA International Journal of Multidisciplinary Research (IJMR) Peer Reviewed Journal Volume: 5 | Issue: 10 | October 2019 || SJIF Impact Factor: 5.614||ISI I.F Value: 1.188 ISSN (Online): 2455-3662 DETERMINANTS OF CUSTOMER’S SATISFACTION IN THE FAST FOOD INDUSTRY IN ANAMBRA STATE OF NIGERIA Chendo, Nkoli Augustina Chukwuemeka Odumegwu Ojukwu University Uli, Nigeria ABSTRACT The study examined the determinants of customers’ satisfaction in the fast food industry in Anambra State of Nigeria. The study utilized 149 usable copies of the questionnaire for analysis. Cross-sectional survey method was used while primary source of data was used. Data collected were analyzed while the hypotheses formulated were tested using OLS regression analysis. The result revealed that physical environment, price and physical quality have positive significant effect on customer’s satisfaction in the fast food industry whereas service quality has positive insignificant influence on customer’s satisfaction in the fast food industry in Anambra State of Nigeria. Based on the findings, the study recommends that managers of fast food industry should pay attention to these variables in their decisions when making marketing strategies since they play a significant role in the marketing field. KEY WORDS: customer’s satisfaction, service quality, physical environment, price, physical quality. INTRODUCTION Background to the Study Every business needs repeat customers to foster and to increase profit. This behaviour of customer will remain loyal and completely satisfied until they received services which the company promises to deliver (Hernon, Nitecki and Altman, 1999). Also, management should additional highlight on enhanced policies of customer satisfaction in connotation of service quality (Dominici and Guzzo, 2010). Customer’s satisfaction is largely dependent on service quality (Bell, Gilbert and Lockwood, 1997). Quality matters a lot but when we contemplate service quality of food, as it is a vitalportion of a product. Establishments cannot attain their objectives without drawing adequate satisfied customers. Service quality distinguishes itself between other services by giving fulfilment to their customer. It means customer satisfaction is the crucial to victory of firms which observes service quality as the highest success influence (Rana, Lodhi, Butt and Dar, 2017). In Nigeria, consumers’ way of life has enormously aided the fast food industry to developed and enlarge in the recent time. Other motives like increasing number of nuclear relatives, revelation to western cuisine and global media, rising number of working women - have had a considerable effect on the eating out trends and growth of the fast food business. The business specialists contemplate that the middle class early population, with great disposable revenue, will spend more on eating out at bound fast food passages. The request for ready-to-eat wrapped food is also likely to record robust development in the country. In today’s competitive world, Service Quality has become one of the greatest strategic tools for computing customer satisfaction. Customer satisfaction is truly how customer assesses the on-going performance (Gustafsson, Johnson and Roos, 2005). The word fast food is use for the food which can be prepared and served quickly than any other meal, minimum preparation time is considered for fast food, generally this term refers to food sale in restaurants and stores with low