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EFFECT OF PATRONAGE ON PROFITABILITY: A SURVEY OF BAR BUSINESS IN JOS NORTH LOCAL GOVERNMENT AREA OF PLATEAU STATE

This study investigates the effect of patronage on profitability within the bar business in Jos North
Local Government Area of Plateau State, Nigeria. Employing a mixed-methods approach, the
research encompasses quantitative surveys of 100 patrons and qualitative interviews with 30 bar
owners. Key findings reveal that factors such as service quality (mean score: 4.5), ambiance (4.3),
pricing (4.0), and safety/hygiene (4.6) significantly influence customer patronage, which correlates
positively with profitability (r = 0.65, p < 0.01). Qualitative insights highlight the importance of
creating unique customer experiences and the challenges posed by competition and economic
fluctuations. The study concludes that bar owners must innovate and prioritize customer engagement
to enhance loyalty and profitability. Recommendations include implementing loyalty programs,
leveraging social media marketing, and maintaining high safety standards. The implications of this
research extend to theoretical contributions in hospitality management, methodological approaches
for future studies, and practical strategies for bar owners to thrive in a competitive market… Read more

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