AMBIENT SERVICESCAPE CONDITIONS AND CUSTOMER PATRONAGE OF STREET FOOD VENDORS IN UYO METROPOLIS, NIGERIA

The researchers critically examined the influence of the ambient servicescape conditions and consumer patronage of street food vendors in Uyo metropolis, Akwa Ibom State. The researchers adopted a cross-sectional survey research design. The study employed a convenience sampling technique, collecting primary data from 296 customers through a structured questionnaire. The obtained data were interpreted and analysed using descriptive statistics, while hypothesis testing was conducted using simple linear regression in the Statistical Package for Social Sciences (SPSS V.25). Findings from the study showed that ambient conditions had a significant influence on the patronage of street food vendors in the Uyo metropolis. From the hypothesis test conducted and the findings of this study, it was concluded that ambient conditions as an underpinning of the servicescape had a significant positive influence on customer patronage of street food vendors in the Uyo metropolis. The researcher recommended, among others, that food vendors and other food service providers should meticulously treat ambient conditions as an important marketing strategy by ensuring they moderate their background music, ensure their surroundings are clean to minimise offensive odours, and invest in warm lighting to create a relaxing atmosphere for consumers.