Abstract:

This study aims to examine the impact of consumer service on brand image of international fast-food firms in Lagos, Nigeria. The quantitative survey technique was adopted with a cross-sectional survey of international fast-food franchises in Lagos. Using the Taro Yamane’s sampling determination formula, a total of 315 was arrived at as the sample size. From data retrieved, descriptive and inferential analysis were carried out with the aid of SPSS v. 21. Results reveals that the nature and level of services rendered to consumers has positive effect on brand image of the selected fast-food firm. Thus, the study recommends a more concerted effort of the fast-food firms on improving customer service International Fast-foods firms are also advised to be more proactive in implementing strategic and effective consumer-friendly services. This will help them retain more customers, as well as, promote the restaurants’ brand image.