Abstract
The study examined the relationship between service quality and customer loyalty at fast food
firms in Port Harcourt. The study adopted a correlation survey research design, and the
population of the study consists of 39 fast food restaurants. The population of the study was
adopted as the sample size of the study since it is not too large for a study. To generate data for
the study, one hundred and ninety-five (195) copies of a questionnaire were given to the 39 fast
food restaurants, five (5) copies per firm. A total of one hundred and ninety-five (195)
respondents were used as the study subjects. The questionnaire was structured on a four-point
rating scale, which ranged from "strongly agreed, "agreed, "disagreed, and "strongly
disagreed." The data collected from the respondents were analyzed statistically, and the
Spearman rank-order correlation coefficient (rho) was used to test the formulated hypotheses.
The analysis revealed that empathy showed a very strong and significant relationship with
customer loyalty to fast food firms in Port Harcourt, and service responsiveness equally showed
a very strong and significant relationship with customer loyalty to fast food firms. The study
concluded that being responsive and being empathic with customers’ by giving them undivided
attention, understanding their needs, and having their interests at heart have a significant effect
on customer loyalty. The study recommends that fast food staff should be empathic by giving
customers their undivided attention and understanding their needs, as these would make them
loyal to the firm, and fast food firms should endeavor to respond to customers’ requests as
quickly as possible and be consistent in rendering quality services to customers.