Examination of the Relevance of Food Service Procedures as a Marketing Strategy for Restaurant Performance (Case study of some selected Hotels in Lokoja, Kogi State, Nigeria)

Abstract

The turbulent and general competitive environment is a force driving radical changes in hospitality and leisure services. Globalization, the increase sophistication of consumers, and dramatic changes in information technology are forcing hospitality and leisure firms to create distinctive competitive advantage. Firms seek to successfully align their mission, goals, and their resources with their environment in order to maximize performance. Service organizations are characterized by high level of service encounter, employees act as ambassadors of the organization and play a critical role in influencing overall customer perception of quality. According to research, service encounter can indirectly be managed using service-related techniques of blue printing and other quality assurance system, nature of service, strategies for improving and understanding customer perceptions of it has enjoyed tremendous popularity.  A cursory investigation of food and beverages industries in Nigeria revealed a downturn in turnover to the tune of 41.20 billion Naira in 2012 to 3.48 billion Naira in 2013, gross profit deteriorated from 1.9 billion to 1.56 billion, and well as operating loss degenerated from 263.18 Naira to 243.4 million Naira. The revelation confirmed that service failure is among the factors that was responsible, for this reason service should be given the needed attention required. It is against this backdrop that this paper sought to examine food control systems of service and its relevance to restaurant performance in some selected hotels in Lokoja, Kogi State, Nigeria. A cross-sectional survey research design was adopted, data collection tools used in the study were questionnaire, interviews, and secondary information. Data collected from 189 respondents were analyzed using descriptive statistics to describe the characteristics of the study’s constructs and Pearson correlation statistics was used to establish a pattern of relationship and association of the Study’s variables furthermore, linear regression analysis was employed to determine significant variable predictors and test the hypothesized relationship of the study. The Pearson correlation matrix results of food control systems of serving (r= 0.762, p< 0,000 ) has  positive and strong association with restaurant performance. Linear regression result of r`2 coefficient 57.8 this    showed that service systems explain 57.8% of variation in the dependent variable of restaurant performance. The test for hypothesis has the following results; The t-statistics and p-value of food service control systems procedures indicated t= 4.096, p value = 0.000. Since the p-value =0.000 ? 0.05, is less than conventional significance thus, the study rejected the null hypothesis and accepted alternate hypothesis. Therefore, the findings confirmed there is significant relationship between food service control systems and hotel restaurants performance.