The effect of the metaphysical environment on the satisfaction and repeat purchase of customers; The role of perception

 Restaurant customers usually buy a service with several evaluation criteria at the same time. Typically, the purchase decision may be made by considering things such as service quality, delivery speed, price, and other specific purchase motives. This research was conducted with the aim of investigating the effect of the physical environment on the satisfaction and repetition of customers' purchases with regard to the role of perception (dining halls and fast foods in Arvand Azad Zone).The research is a descriptive-survey research in terms of applied purpose and based on the nature and method. The statistical population in this research is all customers of the food industry, especially ready-to-eat foods in restaurants and fast foods in Arvand Free Zone. The statistical sample was selected using Cochran's formula for limited societies with the number of 384 companies and stratified random sampling method. The tool used in this research is a localized and developed questionnaire of 33 questions taken from the research of Chen and Fiore (2017). The reliability of the questionnaire was confirmed using Cronbach's alpha test, in order of physical environment 0.91, perception 0.87, repeat purchase 0.88 and satisfaction 0.83. Also, the validity was confirmed using factor analysis with the value of KMO=0.881. Data analysis was done using SPSS.22 statistical software and AMOS structural equations program.The physical environment and the right price are two essential elements that determine the level of customer satisfaction and ultimately increase customer loyalty.