THE ROLE OF RISK MANAGEMENT MEASURES ON CUSTOMER RETENTION OF UNCLASSIFIED AFRICAN INDIGENOUS RESTAURANTS IN NAIROBI CITY COUNTY, KENYA
Abstract
Statement of the Problem: Risk management measures involve proactively identifying, assessing, and controlling food-related threats to an African indigenous restaurant’s assets, operations, earnings, and reputation. Customer retention refers to a restaurant’s ability to encourage repeat visits.
Purpose of the Study: The purpose of the study was to examined how food safety resilience influences customer retention in unclassified African indigenous restaurants in Nairobi City County, Kenya.
Research Methodology: A concurrent mixed-methods design was used to collect both qualitative and quantitative data. Systematic sampling selected restaurants, proportionate sampling targeted food handlers, simple random sampling selected supervisors and managers, and convenient sampling involved customers, totaling 766 respondents. Data were gathered through structured questionnaires, observation schedules, and interviews. Quantitative data were analyzed using mean, standard deviation, chi-square, Spearman correlation, and Kruskal-Wallis H tests, while qualitative data underwent content analysis with word frequency, text search, and Node matrix analyses.
Findings: Findings revealed a strong positive relationship between risk management and customer retention, with risk mitigation having the greatest impact compared to risk assessment and risk analysis.
Keywords: Risk Management, Measures, Customer Retention, Unclassified, African Indigenous Restaurants, Nairobi City County
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