Knowledge, Attitude, Practice (KAP) of Food Handlers and Food Quality on Customer Retention

Abstract

The objective of this paper is to determine the influence of attitude, knowledge, and practice and food quality on customer retention of food handlers in Ghana. The knowledge-attitude-practice (KAP) paradigm served as the theoretical underpinning. The cross-sectional data were gathered from 500 food handlers via a questionnaire survey. The partial least square structural equation modeling (PLS-SEM) second generation statistical technique was used to analyse the data. The study results revealed that knowledge, attitude, practice and food quality exerted a positive and significant influence on customer retention. This article will assist researchers and policymakers in deeper comprehending the elements impacting customer retention in Ghana’s food and beverage business. The discussion, recommendations, and limits concluded the study