PHYSICAL EVIDENCE CONSIDERATION AND CUSTOMER PATRONAGE AMONG HYPERMARKETS IN PORT HARCOURT.

Abstract

This study focused on physical evidence consideration and customer patronage among hypermarkets in Port Harcourt, specifically to ascertain the relationship between physical evidence consideration and customer patronage. The study decomposed physical evidence considerations into four dimensions, namely, exterior designs, interior designs and store layout with the measure of customers’ patronage.  The major conclusion derived from the study was that physical evidence influences customers’ patronage. Therefore it recommended that operators of hypermarkets should ensure effective application of physical evidence consideration as depicted as well as effective technological inclusions in the business environment.