The Effect of Store Atmosphere and Service Quality on Customer Loyalty at Fafe Kitchen in West Pasaman Regency
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Valen Vebianni*
Mai Yuliza
Elondri
Mia Muchia Desda
Roky Apriansyah
Customer loyalty is a critical determinant of business sustainability and growth in the competitive food and beverage sector. It is often built through strategic factors such as service quality and a well-designed physical environment. This research investigates how Fafe Kitchen's physical environment and quality of service influence patron retention. The investigation focuses on three objectives: (1) assessing how the physical environment impacts patron retention, (2) evaluating how service quality affects patron retention, and (3) determining the joint influence of both factors on patron retention. The research drew from Fafe Kitchen's entire clientele, selecting 74 participants through purposive non-probability sampling based on specific selection criteria. A Likert-scale survey instrument gathered the data, which underwent quantitative analysis. Findings demonstrate that the physical environment significantly and positively impacts patron retention (regression coefficient = 0.659, p = 0.000). Quality of service similarly exhibits a significant positive relationship with patron retention (regression coefficient = 0.200, p = 0.025). When examined together, both variables show a significant positive influence on patron retention (regression coefficient = 137.249, p = 0.000). The determination coefficient indicates these two predictors account for 79.5% of patron retention variance, leaving 20.5% attributable to unexamined variables.
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