Abstract:   In this study, the impact of Service scape on Loyalty has been studied in the presence of Social Class as a moderating variable. The probability-based systematic random sampling technique is used to collect the data through a self-administered survey to test the gained hypothesis from 308 respondents living in the upper, middle, and lower classes. A structured questionnaire was approved of actual information from the respondents to support the collection gained. The conceptual development of the customer’s loyalty measurement scale proposed by McMullan (2005) was adopted for analyzing the loyalty and for computing the service scape of the restaurant the instrument proposed by Hightower (2010) was acquired. SPSS and AMOS were being used to check the questionnaire. The instrument's reliability was checked by using confirmatory factor analysis (CFA) and composite reliability tests. SEM (structural equation modeling) through AMOS was used to examine the data. Moderation and moderation steps were analyzed by using orthogonalization and 5000 bootstrapping samples, SPSS MACRO developed by preacher & Hays to check the moderation. Ambient = 0.71, social = 0.75, design = 0.72 and customer loyalty 0.70 is the outcome of CFA. The positive relation of the loyalty of restaurant with ambiance, a social dimension, and design dimension of services cape was tested as the first three hypotheses using linear regression. Moreover, the analyzed result of hypotheses 4, 5, and 6 indicated the outcome that social class affects while picking the restaurant. Originality/ Value: By this research, the buying and spending pattern of consumers in Pakistan and the factors that influence the repeat selection of the restaurant in presence of their social class of the target market has been brought into attention.

Keywords:   Services scape, Loyalty, Services Marketing, Social Dimension, Design Dimension, Ambiance, Physical Environment..

Publisher:   ILMA UNIVERSITY

Published:   15 December 2016

Issue:   Issue 2 : Volume 12

E-ISSN:   2409-6520

P-ISSN:   2414-8393