Assessing the relationship between customer experience and customer patronage mediated by servicescape and perceived quality in Nigerian food restaurants

The purpose of the research was to assess how servicescape affect consumer perceptions of service quality, customer experience, and patronage at local restaurants in the South-West and South-South areas of Nigeria. Servicescape interventions were implemented at selected local restaurants, with the impact of these servicescape interventions to be compared between the two regions. Research was carried out at four major urban areas: Ado-Ekiti (and Osogbo) for South-West Nigeria; and Asaba (and Benin City) for South-South Nigeria. This study used a concurrent embedded mixed-method design to gain a comprehensive understanding of phenomena by incorporating quantitative designs with qualitative designs. The quantitative segment of this study used a quasi-experimental comparison group pretest post-test design to evaluate how changes within the servicescape affect customer satisfaction levels, while the qualitative segment of this study used semi-structured interviews to provide greater understanding of the perceptions and experiences of customers who patronized a selected sample of restaurants. A convenience sample of 436 participants using adhoc method was drawn from an indefinite population of restaurant customers. Pearson Product Moment Correlation were employed to test the hypothesis. Findings suggest a significant relationship exists between the servicescape and customer experience and patronage of food restaurants. Furthermore, all locations showed a significant effect size. Food quality and service quality also had a positive effect on customer experience and patronage, although food quality's beta coefficient was higher than that of service quality at all study locations. Finally, customer experience was found to have a significant and positive relationship with customer patronage. The research study concluded that servicescape dimensions, including but not limited to, aesthetics of the facility, overall ambience, table settings, layout, service staff and cleanliness are essential in determining how customers experience can be improved in food restaurants.