SERVICE DELIVERY DIGITALIZATION AND MARKETING PERFORMANCE OF FAST FOOD FIRMS IN PORT HARCOURT - NIGERIA

Abstract

This study investigated the extent to which service delivery digitalization influenced marketing performance of fast food restaurants in Port Harcourt, Nigeria. Specifically the study soughted to determine the extent to which online delivery, digital menu, influenced consumer satisfaction and consumer retention and also to evaluate the extent to which technology moderated the relationship between service delivery digitalization influences marketing performance of fast food firms in Post Covid-19 era in Port Harcourt, Nigeria. Three theories were found relevant in this study but the basis of transaction cost theory underpinned the discussion in this study. The study adopted a survey research design.