PHYSICAL EVIDENCE AND CUSTOMER PATRONAGE IN FIRST BANK PLC, ABAK, AKWA IBOM STATE.

This study examined physical evidence and customer patronage in First Bank Plc, Abak, Akwa Ibom State In this study, survey research design was used. The sample size of 384 was derived using the Topman formula. Data obtained for the study were analyzed using tables, frequency and percentage. While three hypotheses formulated and tested using simple linear regression model. Findings of this study showed that there is a positive significant relationship between ambient condition, physical architecture, signs and customer patronage. Therefore it is concluded that physical evidence plays a crucial role in attracting customers. Based on the findings of the study, it was recommended that ambient condition enhance customer patronage, therefore banks should improve on the service environment’s ambience and the functional nature of their equipment and machines also physical architecture enhance customer patronage, therefore, banks physical architecture variables, such as efficient layout of equipment/facilities, design/ spacious nature of the banking hall for easy customer movement, and functionality of equipment, lastly, sign enhance customer patronage, therefore, banking premises should be properly mark with signs for easy identification of services.