Perceived value and satisfaction as antecedents of loyalty to a chain restaurant in Mexico

The present work is a quantitative, exploratory, cross-sectional research study. The objective is to validate the relationship between satisfaction and perceived value with customer loyalty in three branches of a restaurant chain in Mexico. Smart PLS 3 software was used to process the information obtained from a sample of 208 valid questionnaires. The objective was achieved by validating, through structural equation modeling by the partial least square method, a measurement model whose constructs met the characteristics of reliability and validity. In turn, the structural model presented an acceptable level of adjustment, thus proving that there is a positive and statistically significant relationship between satisfaction and perceived value and the loyalty of restaurant customers, which supported the two hypotheses proposed.