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Customers’ Perception on Service Marketing Mix of Restaurants: Evidence from Ghana

Abstract

This study primarily examines customer perception of service marketing mix (7P’s) of the Ghanaian hospitality industry, with special focus on registered restaurants in the Kumasi Metropolis. The study employed quantitative research approaches and primary data were collected through administration of questionnaire to 293 customers of five registered restaurants in the Kumasi Metropolis. The data collected were analyzed using the Statistical Package for Social Sciences (SPSS). The data is reliable at a Cronbach’s Alpha value of 0.712 for 27 items. The study found that, generally, customers have good perception about the products (CWA = 3.75595), the prices (CWA = 3.6677), the people (CWA = 4.2400), and the processes of the restaurants (CWA = 3.8501). However, customers were found to have poor perception

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