The influence of the physical environment on the perceived service quality"A field study on traditional restaurants in old Damascus"

Abstract

This research aims to determine the impact of physical environment factors on the customer's perception of service quality, when we are interested in the perception of heritage sites rehabilitated to places of service like restaurants and hotels. The conceptual model, developed and tested through structural modeling, identifies the dimensions of a culturally marked service space and the perceptions of clients according to their degree of acculturation and appropriation of space. The results show that the costumer's level of acculturation moderates the relationship between the perception of the rehabilitated physical environment and the quality of the offer. Theoretical and managerial implications of the research results are provided.