Total Quality Management and Customer Satisfaction in Selected Fast Food Chains in Port Harcourt

This study examines the relationship between total quality management (TQM) practices and customer satisfaction in selected fast food chains operating in Port Harcourt, Rivers State, Nigeria's South South geopolitical zone. The fast food industry in Nigeria has grown significantly, driven by urbanisation, rising middle-class incomes, and changing consumer preferences. Maintaining consistent quality standards has therefore become a strategic imperative for operators. This research adopts a descriptive survey design with data gathered from 140 customers and supervisory staff across six fast food chains. Questionnaires were the primary data collection instruments, supplemented by structured observation checklists. Data were analysed using descriptive statistics and multiple regression analysis. The study evaluates TQM dimensions including product quality consistency, service speed, staff courtesy, hygiene standards, and complaint resolution efficiency. Results indicate that hygiene standards and service speed are the strongest predictors of customer satisfaction, followed by staff courtesy. Product quality consistency showed a significant but weaker association, while complaint resolution efficiency was rated poorest among TQM dimensions. These findings suggest that customer-facing quality dimensions dominate satisfaction perceptions in the Nigerian fast food context. The study recommends that fast food operators in Port Harcourt invest in frontline staff training, strengthen hygiene monitoring protocols, and streamline service delivery workflows. Keywords: total quality management, customer satisfaction, fast food industry, Port Harcourt, service quality.