Food sellers’ physical evidence and customer satisfaction in tertiary institutions in Calabar Metropolis, Nigeria

Abstract

This study aims at analyzing the significance of physical evidence of food sellers on the satisfaction of customers in tertiary institution within Calabar Municipality Local Government Area. In carrying out the study, University of Calabar was chosen based on the high population of food sellers compared to other institutions. A survey was conducted among 385 customers of food sellers who were conveniently selected from 55 food sellers within the campus. The result of regression analysis shows that tangible element of food sellers’ service quality has no significant effect on customers’ satisfaction (p>0.05). It was therefore recommended that food sellers should give maximum attention to their business premises by keeping the production and service equipment clean and in good condition. Clean table cloths, waiters’ appearance, and condition of dining chairs and tables should be given adequate attention, while maintaining good sanitation standard.