Glocal Marketing Strategies and Customer Patronage in Chain Restaurants: The Moderating Role of Trust

This study examined glocal marketing strategies and customer patronage of chain restaurants. It specifically sought to determine the effects of product localization, brand consistency, cultural sensitivity and customer service localization on the patronage of chain restaurants. The study also examined the moderating role of customers’ trust on the relationship between glocal marketing strategies and patronage of chain restaurants. It adopted cross-sectional survey research design. Using the Topman sample size procedure, a sample size of 382 customers of chain restaurants was determined. However, 365 respondents actually participated in the survey. Purposive sampling technique was applied to select respondents while a structured questionnaire was used to obtain primary data from them. The data obtained were analyzed descriptively while the hypotheses were tested using multiple and hierarchical regression. Findings of the study revealed that all the four dimensions of glocal marketing strategies (product localization, brand consistency, cultural sensitivity, and customer service localization) had significant positive effects on the patronage of chain restaurants in Calabar. Importantly, the findings also revealed that customers’ trust significantly moderated this relationship, amplifying the effectiveness of these glocal marketing strategies on the patronage of chain restaurants. Hence, we recommended that managers of chain restaurants should implement product localization initiatives such as food menu adaptation, incorporation of local dietary preferences and ingredients, and adherence to local food safety standards to align offerings with the cultural and nutritional expectations of Nigerian customers. We also recommended that managers of chain restaurants should implement brand consistency initiatives such as consistent service delivery, visual identity, and customer experience to build trust, reinforce brand recognition, and foster customer loyalty.