The influence of physical environment factors of multicuisine restaurants on overall service quality, satisfaction, and loyalty

The purpose of this study was to investigate the effect of physical environmental factors on overall service quality, satisfaction, and loyalty of consumers towards multi-cuisine restaurants. A sample of 340 consumers was included in this empirical study, in which consumers' perception on three physical environmental factors: spatial layout, décor and artifacts, and ambience were measured using a pretested scale. Also, this study investigated the role of physical environmental factors on overall service quality of restaurants, student's satisfaction, and their loyalty towards multi-cuisine restaurants. The ambient conditions of the restaurant emerged as a significant predictor of overall service quality. Managerial implications, limitations, and scope for further studies are discussed.