SPATIAL LAYOUT AND CUSTOMER PATRONAGE OF RESTAURANTS IN PORT HARCOURT

Abstract

Our study on spatial layout and customer patronage of restaurants covered entire fifteen registered restaurants in Port Harcourt (Finelib.com 2018). The study adopted descriptive survey design with questionnaire as major instrument for data collection. Purposive sampling technique was used to arrive at a representative sample of three hundred for the study. The questionnaire was validated by experts from the study area of interest, for face and content validity, and test re-test approach used for reliability of the instrument, and data obtained subjected to reliability test via Product moment correlation to arrive at 0.89 coefficient considered reliable enough. The questionnaire were self-administered by the researchers through drop – and – pick method to selected customers of the targeted restaurants. Data collected were collated and subjected to statistical analysis. The researchers used Statistical Package for Social Sciences (SPSS) version 21 to analyze the data, and Pearson Product Moment Correlation (PPMC) coefficient for hypotheses test did indicate that there is a relationship between spatial layout and customer patronage of restaurants Based on the results of the study, it was held that spatial layout is significant to customer brand choice of restaurants in Port Harcourt. There is significant relationship between restaurant spatial layout and customer repeat visit to restaurants in Port Harcourt. Restaurant spatial layout has significant relationship with customer loyalty. Consequently, the following recommendations were made: Restaurant atmospherics in terms of spatial layout should be taken care of to having well-arranged seating, well-spaced and conducive atmosphere cozy enough to provide customer satisfaction. Owners of restaurants and managers should pay attention to moderating variables such as good communication with customers, giving prompt attention, being courteous to avoid losing customers and unfavorable words of mouth. Restaurant operators must not lose sight of good design, quality furniture, ensuring that their restaurants get latest designs, very clean to attract customers, as brand choice, retained and loyal. Emphasis should not just be limited to building customers, restaurants should lay much emphasis, re-strategize by paying attention to retaining customers, building good customer relations to having loyal customers and advocates.