EXAMINING OPERATION-BASED TANGIBILIZATION FACTORS AND THEIR IMPACT ON PATRONAGE OF TELECOMMUNICATION PRODUCTS IN AKWA IBOM STATE, NIGERIA: A MULTIPLE REGRESSION ANALYSIS

Abstract

This research aims to examine the impact of operation-based tangibilization factors, such as the cleanliness of service stores, the physical appearance of employees, the visual appeals of service providers, the customer service store, and the visual appeal of materials associated with service providers, on the patronage of telecommunication products in Akwa Ibom State, Nigeria. We established a research hypothesis to guide the study. The study employed a survey research design technique and gathered data from primary sources through the administration of a questionnaire. The respondents consisted of 384 individuals who were users of telecommunication products. The researchers utilised multiple regression analysis to examine the formulated hypothesis. The results of the study indicate a statistically significant relationship between the tangibility dimensions, including the neatness of the service store, employee physical appearance, the visual appeal of service providers’ customer service stores, the visual appeal of materials associated with the service provider, and the patronage of telecommunication products in Akwa Ibom State, Nigeria.. A regression coefficient of 0.743 supports this relationship. Based on the findings and conclusions of this study, it is advisable to ensure that the physical environment, facilities, and infrastructure of the company consistently reflect the values and principles of the organisation.