Abstract: Objective: The fast food industry is growing in the Congolese capital and understanding consumers is valuable to increase clients’ satisfaction, business development, positive health indicators, and socio cultural acceptance.
Materials and Methods: The sample consisted mainly of Congolese consumers approached by convenience sampling in Gombe, Kinshasa. The employed research instruments were structured survey questionnaire and in-depth interviews. The quantitative data collected were analysed through the use of SPSS.
Results: Findings from this research study first demonstrated that Congolese consumers do have a positive perception of leisure and dining experiences in quick service restaurants in Kinshasa. Congolese are convinced by the food and drink products offered in quick service restaurants as they consider them qualitative, healthy, variate and occidental. Consumers are not only looking to feed themselves when visiting a fast food outlet, but are also looking for an entertaining and memorable Western experience. Quick service restaurants represent a growing sector of the restaurant industry in cities of the DRC through its linkages with the Western diet and lifestyle.
Conclusion: Overall, leisure and entertainment, guests experience, and profitability in quick service restaurants could surely be all enhanced by adjusting parameters to local realities and consumers’ preferences.
Keywords: Leisure, Guest experience, Fast food, Restaurant industry, Africa, Kinshasa.
Title: Congolese consumers’ perceptions of leisure and dining experiences in quick service restaurants in Gombe area, Kinshasa, Democratic Republic of the Congo
Author: Pamela Landreville
International Journal of Social Science and Humanities Research
ISSN 2348-3156 (Print), ISSN 2348-3164 (online)
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