Customer loyalty is a critical asset for the restaurant industry, yet the mechanisms linking the physical environment, price perception, and satisfaction remain underexplored in emerging Latin American gastronomy markets. This study examines the relationships among three servicescape dimensions—décor and artifacts, spatial layout, and ambient conditions—price perception, customer satisfaction, and loyalty in full-service restaurants in northern Peru (Chiclayo, Trujillo, and Piura). A cross-sectional survey was administered to 310 diners, and the proposed model was tested using partial least squares structural equation modeling (PLS-SEM) with 10,000 bootstrap resamples. Results supported seven of nine direct hypotheses and three of four mediation hypotheses. Décor and artifacts and ambient conditions significantly predicted both price perception and satisfaction, while spatial layout showed no significant effect on any path. Price perception partially mediated the effect of décor and ambient conditions on satisfaction, and satisfaction partially mediated the relationship between price perception and loyalty. The satisfaction–loyalty path yielded the largest effect size (β = 0.708, f2 = 0.798). Serial chain analyses revealed that the physical environment shapes diner loyalty through sequential cognitive and evaluative mechanisms. These findings offer actionable insights for hospitality managers seeking to enhance gastronomy destination competitiveness through strategic servicescape investment.
Ballesteros et al. (Mon,) studied this question.