EFFECT OF CUSTOMER BRAND EXPERIENCES ON CUSTOMER REPEAT PURCHASES OF FAST FOOD IN ENUGU STATE WITH EMPHASIS ON CRUNCHES FAST FOOD RESTAURANT, ENUGU

ABSTRACT This research work titled the effect of customer brand experience on customer repeat purchases of fast foods in Enagu state A Study of Crunches Fast Food Enugu. The objectives of the study include to determine the relationship between the brand experience programmes employed by Crunches Fast Food Enugu and customer patronage of its services in Enugu state, customer satisfaction with its services in Emigu state, customer repeat purchases of its services in Enugu state, market share of its services in Enugu state, and profitability of its services in Enugu state. To achieve these objectives, research questions and hypotheses were raised descriptive survey research was conducted. Primary data were collected using questionnaire, oral interview, and personal observation while secondary data were collected from already existing materials such as magazines, newspapers, and journals. Simple random sampling was used to select a sample from the population of marketing staff and customers of Crunches Fast Food Enugu. After data presentation analysis and interpretation, the following findings were observed: that there is a significant relationship between the brand experience programmes and customer patronage of services of Crunches fast food is Enugu state, customer satisfaction with its services customer repeat purchases of its services in Enugu state, market share of its services is Enugu state, and profitability of us services in Enugu state. It was concluded that there exists a significant relationship between the brand experience programmes employed by Cruncher Fast Food. Enugu, and customer patronage of its services is Enugu state, customer satisfaction with its services in Enugu state, customer repeat purchases of its services in Enugu state, market share of its services in Enugu statee and profitability of its services in Enugu state. The study recommended that Crunches Fast Food, Enugu should undertake research to consolidate its brand exprience programmes for improved customer patronage, customer satisfaction, customer repeat purchases, as well as market share and profitability of its services in Enugu state.