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

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Published: 2026-05-03
Keywords:
Patronage, Profitability, Customer Experience, Hospitality Management

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George Boon Yenkwap
Federal Polytechnic Nyak, Shendam, Plateau State,
Erica Yilkias Tsenyil
Plateau State Polytechnic

Abstract

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.

Article Details

Issue

Vol. 1 No. 1 (2024): Journal of Management Sciences

Section

Articles

Author Biographies

George Boon Yenkwap, Federal Polytechnic Nyak, Shendam, Plateau State,

Federal Polytechnic Nyak, Shendam, Plateau State,
Department Business Administration and Management /Faculty of Management

Erica Yilkias Tsenyil, Plateau State Polytechnic

Plateau State Polytechnic, Barkin Ladi Plateau State,
Department of Business Administration and Management

References

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