FOOD APPEARANCE AND CUSTOMER EXPERIENCE OF RESTAURANTS IN CALABAR METROPOLIS, CROSS RIVER STATE, NIGERIA.
DOI:
https://doi.org/10.64415/jsri.v1i1.57Keywords:
Food appearance, portion balance, plating, colour, customer experienceAbstract
The study was on food appearance and customers’ experience of restaurants in Calabar Metropolis, Cross River State, Nigeria. The main objective of the study was to determine the effect of food appearance on customers’ satisfaction. The specific objectives included the effect of food colour, food plating and portion balance on customers’ experience. The study design was cross-sectional survey research design. The population of the study comprised customers and staff while the sample size was 120. Purposive sampling method was adopted for the study. Data obtained were primary data and multiple regression analysis was used to analyze the collected data. The findings of the study were that bright colours combination of food, attractive plating and portion balance had positive significant effect on customers’ experience and satisfaction because people eat food with the eyes before the physical eating. The study recommended that the engagement of professional chefs who are skilled in the science of food preparation and presentation as to achieve global standard. This will enhance not only customer experience and satisfaction but customer loyalty as well.
Keywords: Food appearance, portion balance, plating, colour, customer experience
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