ABSTRACT 

The study examined the influence of physical evidence strategies on consumer patronage of filling stations in Uyo Metropolis, Akwa Ibom State. Specifically, the study examine the influence of ambient conditions on customer patronage in Filling stations; examine the effect of spatial layout and functionality on consumers patronage of filling stations and determine the effect of signs, symbols and artifacts on customers patronage to filling stations in Uyo Metropolis, Akwa Ibom State. The study adopted descriptive survey research design. The population of the study comprised infinite customers above 18years of age residing in Uyo, Akwa Ibom State. Topman formula was adopted to realize 246 sample size. However, 233 form the sample size based on the copies of questionnaire recouped. Judgmental and convenient sampling techniques were adopted for this study. And 5 petroleum product customers at 2 petrol stations were selected for the study. Cronbach Alpha value of 0.76 was realized which showed that the instrument was highly reliable. The data was analyzed with descriptive statistics such as frequency and percentage distribution. The hypotheses were tested with multiple regression model. The descriptive results, showed that 45.5% of the respondents agreed that, the building in the filling stations are attractive and affects their rate of patronage. 42.9% of the respondents agreed that, space available in the service area affects their patronage. 37.8% of the respondent disagreed that, appealing art works of the organization depicted in the artifacts inspire patronage. 35.6% of the respondents strongly disagreed that, they will recommend a petrol station because of its ambience (lighting, staff dress code, building). The empirical result revealed that, ambient condition (lighting) has significant influence on customer patronage of filling stations in Uyo Metropolis, Akwa Ibom State. Spatial layout and functionality (arrangement of equipment, ease of entry and exit, functioning of equipment and space availability) have significant influence on customer patronage of filling stations in Uyo Metropolis, Akwa Ibom State. There is significant joint influence of signs, symbols and artifacts on customers’ patronage of filling stations in Uyo Metropolis, Akwa Ibom State. The study concluded that the use of physical evidence dimensions as strategies to improve customer patronage in filling stations should be recognized since both theoretical and empirical evidence has proven that the dimensions of physical evidence positively correlate with customer patronage. We recommended that, petrol stations should continuously improve their spatial layout in other to increase customers comfort. This can be achieved by ensuring proper functioning of their equipment, as this will serve as a major prerequisite for customer patronage.