The impact of Physical Environment on Perceptions of Price, Customer satisfaction and Loyalty (The Case: Ahvaz City Restaurants)

the aim of this study was to investigate the effect of perceived quality from the physical environment on customer perceptions of price, satisfaction and loyalty. The research is in terms of its nature and method, descriptive-correlation and in terms of its purpose is applied. The statistical population of the research is customers of Ahvaz restaurants. Due to the fact that an estimate of the number of customers was not available, using the sampling formula from the infinite population, 384 people from the statistical population were examined and tested as a statistical sample using a nonprobability method convenience sampling. By referring to the articles that used this questionnaire or similar questionnaires, the face validity of the measurement tool was confirmed and the content validity of the questionnaire was confirmed by academic experts, as well as Cronbach's alpha coefficient for research variables above the desired value (0.70) that indicated that the reliability of the tool was verified. Pearson correlation coefficient and structural equation model were used to test the hypotheses using SPSS20 and AMOS18 software. The results of hypothesis analysis show that Décor and artifacts, spatial layout and environmental ambient conditions have a positive and significant effect on price perception, Décor and artifacts has a positive and significant effect on customer satisfaction. Also, customer satisfaction and price perception have a significant effect on customer loyalty.