Sociodemographic Determinants of Consumer Experience and Loyalty in a Food Hall

Abstract

Sociodemographic aspects influence consumer perception in a food hall. This study evaluates the attributes that determine the gastronomic experience and examines how sociodemographic aspects (age, education level, income, consumption) affect the perception of restaurant attributes, satisfaction, and loyalty. Using a valid sample of 420 participants, exploratory factor analysis and multiple regression were applied. The results show that education level and income significantly affect satisfaction (β = −0.173; p = 0.006 and β = 0.195; p = 0.015, respectively) and loyalty dimensions, including revisit intention (β = −0.179; p = 0.004 and β = 0.269; p = 0.001), recommendation (β = −0.171; p = 0.005 and β = 0.295; p = 0.001), and intention to say positive things (β = −0.120; p = 0.051 and β = 0.215; p = 0.006). Unlike prior studies focused on traditional restaurants, this research offers new empirical evidence within food halls as hybrid gastronomic spaces. The findings provide practical insights for food hall managers and urban tourism developers by emphasizing the importance of segmenting marketing strategies according to education, income, and visit frequency to enhance customer satisfaction, loyalty, and destination attractiveness.

1. Introduction

Gastronomy experience and gastronomy tourism have grown in popularity in recent decades (Kovalenko et al., 2023). Gastronomy contributes to sustaining the country’s culinary culture (Yıkmış et al., 2024) and promoting and consolidating tourism destinations (López-Guzmán et al., 2017). For this reason, the tourist food experience should be measured to understand this phenomenon and attract gastronomy tourism.

Over the past three decades, research has been conducted on the attributes of restaurants within the tourism industry (Bojanic & Rosen, 1994; Ha & Jang, 2010; Iglesias & Guillén Yagüe, 2004; Karamustafa & Ülker, 2020; Liu & Tse, 2018). Furthermore, there are studies about sociodemographic aspects influencing the customers’ perception of restaurant attributes (Schubert et al., 2010; Harrington et al., 2011; Heung, 2002; Josiam et al., 2017; Kwok et al., 2016; Myung et al., 2008). However, while considerable attention has been paid to restaurant marketing, evidence on customers’ perceptions of restaurant attributes and how they vary across other factors (i.e., dining occasions and restaurant segments) is surprisingly limited (Chua et al., 2020). Therefore, understanding other factors such as sociodemographic aspects is essential for learning more about consumer perceptions and decision-making processes when visiting a restaurant.

The importance customers give to restaurant attributes can vary according to the customers’ age, education level, purchasing power, and also their characteristics and desires (Iofrida et al., 2022). Furthermore, additional studies need to analyse the specific restaurant attributes and consumers’ sociodemographic aspects and how they influence customer satisfaction and loyalty when visiting food halls. This gap in the literature limits our understanding of how these sociodemographic aspects affect satisfaction and loyalty at these venues.

Food halls—also known as high-end food courts or gastronomic food patios—have emerged as a growing trend in urban tourism. These venues gather multiple culinary brands or chefs in a shared space that emphasizes quality, diversity, and a curated gastronomic experience. Unlike traditional food courts, gourmet food halls combine artisanal cooking, local ingredients, and refined ambience to create a sophisticated yet accessible dining environment. Representative examples include El Nacional in Barcelona, a large-format gastronomic venue that brings together various restaurants and bars to showcase Spanish cuisine, and the Harrods Food Halls in London, which offer a luxury culinary experience through a variety of high-end international food counters in an iconic retail setting. Despite their increasing presence in tourism hubs, academic research on consumer behavior in these venues remains scarce.

Existing studies have mainly focused on traditional restaurants or street food, overlooking the distinctive attributes that define gourmet food halls as hybrid consumption spaces. These spaces blend casual service with gastronomic sophistication, often linked to destination branding, local culture, and lifestyle consumption. Thus, a better understanding of how different sociodemographic profiles experience these environments is needed, particularly regarding their expectations, satisfaction, and intentions to return.

The growing demand for these venues calls for research that not only describes the gastronomic experience but also examines who the consumers are and what drives their loyalty and satisfaction (M. Orden-Mejía & Moreno-Manzo, 2024). Recent studies have pointed out that food halls are reshaping culinary landscapes in urban tourism by offering safe, flexible, and socially engaging dining formats in the post-pandemic era (Rehman et al., 2022). These trends reinforce the need for data-driven research that explains how consumer diversity influences experiences in such contexts.

In summary, while gastronomic experiences have been widely studied in the broader restaurant industry, there is still limited empirical research addressing how sociodemographic characteristics influence consumer behavior, satisfaction, and loyalty in gourmet food halls. This research aims to fill this gap and contribute to a deeper understanding of consumer dynamics in this emerging hybrid dining format.

The main objective of this research is to evaluate the attributes that determine the quality of the gastronomic experience in a food hall. Secondly, it examines the relationship between restaurant attributes and sociodemographic aspects such as age, education level, income per capita per month, marital status, visiting frequency, and consumption. Finally, this study aims to understand the relationship between these sociodemographic aspects and consumer satisfaction and loyalty.

To address these aims, the study is guided by the following research questions:

(1)

What restaurant attributes are most valued by consumers in gourmet food halls?

(2)

How do sociodemographic characteristics influence the perception of these attributes?

(3)

What is the relationship between these factors and levels of satisfaction and loyalty in this context?

2. Conceptual Background

2.1. Food Hall

Food halls are self-contained, usually covered, spaces that house several food and drink outlets in carts, stands, and booths on the same premises. The establishments offer dishes from different cuisines at prices that are above average, but still relatively affordable. Seating areas are organized into specific areas, allowing groups of customers to choose between options and eat together (Maguire et al., 2023). Subsequently, food hall stands offer several types of cuisines.

2.2. Sociodemographic Segmentation and Experiential Consumption

Segmentation studies have made an effort to capture behavioural patterns that focus on a more customer-centric perspective (Finsterwalder & Laesser, 2013; Hassan et al., 2023; Chua et al., 2020; Yang et al., 2017). As the experiential aspects of customers’ consumption have become increasingly important, researchers have focused on segmenting consumers based on the attributes that they pursue in a restaurant (Namkung & Jang, 2007; Terry & Israel, 2004; Tsiotsou & Vasioti, 2006; Ozdemir et al., 2012; Carvache-Franco et al., 2020).

2.3. Restaurant Attributes

A restaurant is an establishment where a service employee provides customers with prepared food and drinks, for which customers pay. Customers thus anticipate a particular standard of quality and generally evaluate the overall dining experience by considering various attributes that the restaurant provides (Ha & Jang, 2013). Understanding the differences in the key attributes that influence a customer’s choice of restaurant is essential to further our understanding of their decision-making processes and to design more effective marketing strategies in the restaurant sector (Chua et al., 2020).

According to Mathayomchan and Taecharungroj (2020), previous research has shown that the key attributes of a restaurant experience include food, service, atmosphere, and value. The results of Chun and Nyam-Ochir (2020) found that there are four factors (food quality, service quality, price, and atmosphere) that affect customer perceptions of a restaurant in the context of fast-food restaurants. Longart et al. (2018) showed a new categorization of restaurant attributes in the context of casual dining in Michelin-star restaurants, which includes attributes linked to food and drink, those related to the environment and atmosphere, attributes related to facilities, attributes related to price, service characteristics, factors linked to location and place, and attributes associated with the image. Findings from Rhee et al. (2016) on fast food restaurants showed that food, value (costs), atmosphere, and service are highly relevant criteria when choosing a restaurant.

According to Chua et al. (2020), the price of the menu was customers’ highest priority when choosing a restaurant in the context of fast casual, quick-service, and full-service restaurants. The findings from Rhee et al. (2016) confirm that food taste and value are basic attributes in choosing fast-food restaurants. Pezenka and Weismayer (2020) found that staff (in terms of service quality) is a significant attribute. Therefore, staff is important for all restaurants, regardless of whether they are located in tourist areas or not. Atmosphere was found to be one of the most important attributes in restaurants, suggesting that food and beverage businesses should maintain their performance on this attribute to stay competitive (Karamustafa & Ülker, 2020). Subsequently, price, staff service quality, food taste and value, and atmosphere are key restaurant attributes.

The price/value dimension is defined as reasonable cost, adequate servings, value of the food, and overall value of the gastronomical experience (Liu & Tse, 2018). Food attributes are conceptualized as the basic characteristics of a cuisine (Kala, 2020) including, taste, presentation, freshness, nutritional value, and temperature (Namkung & Jang, 2008), while service is related to the wait time, friendliness, welcoming, attentiveness, interaction, and the level of knowledge demonstrated in service (Longart et al., 2018). As for atmosphere, this is defined as the ambience, physical environment, décor and design of a restaurant (Mathayomchan & Taecharungroj, 2020). This previous research highlighted several definitions of restaurant attributes.

2.4. Sociodemographic Aspects and Their Relationship with Restaurant Attributes

Prior research established that the importance of consumer attributes changes according to some aspects such as age and these studies have produced mixed results on age and restaurant attributes. For example, a previous study (Cullen, 2008) found that older groups placed more importance on the price compared to younger groups, when dining out. On the contrary, the study by Harrington et al. (2011) in fine-dining restaurants also found differences in age between younger and older participants and their perception of the price attribute. Based on this, older participants placed less importance on the price factors than younger participants (Harrington et al., 2011). Additionally, Upadhyay et al. (2007) found differences between the 18–30 group and the over 30 group. That is, the younger group placed higher importance on food-related attributes, i.e., menu, innovative recipes, safety, and specialized cuisine facility. A finding from Josiam et al. (2017) about student-run restaurants concluded that older patrons gave higher scores to food, service, and atmosphere attributes than their younger counterparts. Based on these insights, the age factor is associated with several restaurant attributes.

Another sociodemographic aspect that influences restaurant attributes is the education level of the consumers. Differences were identified regarding the service and courtesy attribute. Prior research on the level of education and restaurant attributes has produced mixed results. For example, a previous study (M. A. Orden-Mejía & Zambrano-Conforme, 2020) showed that the higher the level of education, the more people tend to value customer service. Similarly, as for the restaurant ambience attribute, differences were also found between education-level groups. That is, university students tend to have higher expectations when evaluating restaurant décor (M. A. Orden-Mejía & Zambrano-Conforme, 2020). Conversely, Heung (2002) found that the education level did not influence restaurant attributes. However, in general, consumer education levels do influence their perception of restaurant attributes.

Thereby, there have been previous studies that have shown the relationship between age and education level and restaurant attributes such as price, food, service, and atmosphere (Upadhyay et al., 2007; Heung, 2002; Harrington et al., 2011; Josiam et al., 2017). Nevertheless, there is a gap in understanding the relationship between other sociodemographic factors like income per capita, marital status, visit frequency and consumption in the food hall. Therefore, the following hypothesis is developed in this study:

H1. 

Sociodemographic characteristics (age, education level, income per capita, marital status, visit frequency, and consumption in the food hall) are significantly associated with customers’ perceptions of restaurant attributes (affordable prices, food attributes, service staff, and atmosphere).

2.5. Sociodemographic Aspects and Their Relationship with Satisfaction

Prior studies on age and satisfaction have produced mixed results. For instance, the results by Terry and Israel (2004) showed that there are some sociodemographic aspects such as education level and age that influence customer satisfaction. That is, customers show greater satisfaction as their education level increases, while older customers tend to be more satisfied compared to younger customers. Similarly, Kim et al. (2009) found differences in the age groups for on-campus dining. The results showed that older consumers have a higher level of satisfaction compared to their younger counterparts. In the same way, Namkung and Jang (2008) distinguished a difference between the age groups in full-service restaurants, indicating that there was a higher proportion of older people in the group with high levels of satisfaction and a higher proportion of middle-aged people in the group with lower satisfaction. Thus, sociodemographic variables, like age and education level, influence customer satisfaction.

The findings by Phosikham et al. (2015) determined significant differences in tourist satisfaction based on tourist ages and education levels in a tourist destination. Conversely to prior studies on age, this finding indicated that young tourists were more satisfied with bars and restaurants than older tourists. Existing literature on education level and satisfaction has produced mixed results. For example, the results by Phosikham et al. (2015) showed that tourists with a lower education level had a higher level of satisfaction with bars and restaurants than those with a higher education level. Correspondingly, Tsiotsou and Vasioti (2006) compared the sociodemographic aspects of age and education level with customer satisfaction. Their results showed that people with a lower education level were less satisfied with the travel services they received, while those with a higher education level expressed greater satisfaction. Similarly, the results from Carvache-Franco et al. (2022) identified a significant correlation between education level and customer satisfaction in a tourist destination. This indicated that tourists with lower levels of education were more satisfied with their visit than those with a higher level of education. Hence, age and education level influence customer satisfaction.

The effects of other sociodemographic aspects such as marital status, age, and education level on satisfaction were investigated in a tourist destination, and significant differences were found in the study by Ozdemir et al. (2012). Firstly, these results indicated that the singles group had a higher level of satisfaction than married couples. Secondly and similar to earlier research on age and satisfaction, the younger group had a lower level of satisfaction than the older one. Thirdly, and similar to former investigations, the secondary education group had a higher level of satisfaction than the postgraduate group. Similar conclusions have been determined by Popova and Miteva (2024) who found that with an increase in the education level, the consumer’s satisfaction decreases. In contrast, the findings by Zeinali et al. (2014) in a tourist destination indicated that age and income do not affect the level of customer satisfaction. To sum up, the sociodemographic aspects of age, education level, and marital status may be influential on customer satisfaction.

Thus, previous research has shown that there is an influence on sociodemographic aspects such as age, education level and marital status and customer satisfaction (Terry & Israel, 2004; Zeinali et al., 2014; Ozdemir et al., 2012; Namkung & Jang, 2007; Carvache-Franco et al., 2020; Phosikham et al., 2015). Despite this, there is a gap in understanding the relationship between other sociodemographic factors such as income per capita, visit frequency and consumption in the food hall. For this reason, the following hypotheses are developed in this study:

H2. 

Sociodemographic characteristics are significantly associated with customer satisfaction.

2.6. Sociodemographic Aspects and Their Relationship with Loyalty

The findings in the study by Iofrida et al. (2022) indicate that certain sociodemographic variables, such as gender, age, education level, and income, may influence restaurant choices. Based on the study by Chow et al. (2007) in restaurants, income does not have an impact on customer loyalty towards a restaurant. However, sociodemographic factors such as age and educational level were significantly related to customer loyalty (customers’ willingness to recommend and their intention to repurchase) towards a restaurant. This result revealed that older customers were more loyal than younger ones. Furthermore, those with a lower educational level demonstrated a greater degree of loyalty than those with a higher educational level. The sociodemographic aspects of age and education level have been analysed in previous research in restaurants.

In the study by Carvache-Franco et al. (2022) on a tourist destination, a significant relationship was found between the sociodemographic aspects of the number of visits and the education level. This study demonstrated that repeat visitors are more eager to return than first-time visitors. It also indicated that less educated tourists are more likely to recommend the restaurant. Similar to existing literature on education level and loyalty, the sstudy of Carvache-Franco et al. (2022) found that tourists with a lower education level are more willing to say positive things about the destination. Similar to prior research on age and loyalty, the study of Ozdemir et al. (2012) in a tourist destination shows that the sociodemographic characteristics of the tourist profile influence their loyalty to the destination. That is, older groups were more willing to recommend the destination to others compared to the other groups. Regarding educational level, undergraduate tourists were more willing to return and recommend the destination to others compared to their counterparts. Likewise, single tourists were more loyal than married ones, both in their intention to revisit and in their willingness to recommend the destination to others. Finally, tourists with lower annual incomes demonstrated greater loyalty in terms of their intention to return and to recommend the destination to others. Therefore, age, number of visits, education level, and marital status are important sociodemographic aspects influencing customer loyalty.

Similar to prior research on age and loyalty, a study carried out by De Cicco et al. (2023) reported that the sociodemographic age factor affects consumer loyalty. Their study on a specific tourist destination found that older people were more predisposed to revisiting the destination compared to younger people. Regarding recommendation intentions, older people were more likely to recommend the destination to others compared to younger groups. In contrast, in the study by Zeinali et al. (2014) in a tourist destination, the sociodemographic aspects of gender, age, income, and occupation did not influence customer loyalty, whereas the education level did. In this respect, people with lower levels of education are more motivated to recommend, return, and say positive things. Hence, certain sociodemographic aspects influence consumer loyalty and its relevance varies according to the study.

By this means, previous studies have shown that sociodemographic aspects such as age, number of visits, education level, marital status, gender, income and occupation have significantly influenced consumers’ satisfaction. However, there is a gap in understanding the relationship between other sociodemographic aspects like visit frequency and consumption in the food hall. Thus, the following hypotheses are proposed:

H3. 

Sociodemographic characteristics are significantly associated with customer loyalty (saying positive things, revisit intention, and recommend).

3. Methodology

3.1. The Questionnaire, Data Gathering, and Evaluation

The ‘Mercado del Río’ food hall in Guayaquil, Ecuador, was chosen as a case study because it is the first establishment in this city to meet these characteristics and because of its high popularity in hosting culinary events. A comparison picture of a dish served in a food hall is provided in Figure 1.

Survey participants were residents and tourists who had tasted culinary preparations at the establishment. Three interviewers previously trained by the authors intercepted diners after they had finished their gastronomic experience. In some cases, the interviewers approached the tables to conduct the survey; in other cases, the interview was conducted in the corridors of the establishment, the rest area, or at the exit door. Initially, the interviewers explained the purpose of the study. Afterwards, the interviewees were given a physical questionnaire to complete autonomously, although the interviewers were always on hand to answer any questions. This mechanism was chosen to guarantee the integrity and quality of the responses. Informed consent was obtained from all participants, and no financial or material incentives were offered. Given that food halls are urban gastronomic spaces frequented by both tourists and local residents, the inclusion of both groups in the sample was intentional. This approach allows for a more comprehensive understanding of consumer experience in real consumption settings and reflects the mixed-user nature of food halls in urban tourism environments.

The surveys were conducted randomly on weekends in January and February 2020 between 3:00 p.m. and 8:00 p.m. A pilot study was conducted using 16 surveys on university students, and it helped to identify comprehension and readability errors. After screening the questionnaires for missing data or outliers, we obtained 420 valid questionnaires out of 463. We applied the convenience sampling strategy. As the sample was obtained through a convenience sampling method, the results may be subject to certain limitations regarding representativeness and generalizability to the broader population. Ethical approval was not required under Ecuadorian regulations in force at the time of the study. However, all ethical considerations were carefully followed. Participants were fully informed about the objectives of the research, their anonymity and confidentiality were ensured, and they were informed that their participation was entirely voluntary and that they could withdraw at any time without consequence. All data collected were used solely for academic research purposes.

3.2. Participants

The sociodemographic profile provides a general overview of the sample composition. Out of the 420 respondents, 222 (52.9%) were women and 198 (47.1%) were men. The age segments were as follows: 152 (36.2%) were between 18 and 30 years old, 179 (42.6%) were between 31 and 40 years old, and 89 (21.2%) were 41 years old or older. Regarding the educational level, 58 (13.8%) had completed secondary or high school studies, 242 (57.6%) held a bachelor’s degree, and 120 (28.6%) had a master’s or doctorate. The income distribution among respondents was as follows: 73 (17.4%) had an income of less than USD 500 per month, 138 (32.9%) had an income of between USD 501 and USD 1000 per month, 85 (20.2%) had an income of between USD 1001 and USD 2000, 79 (18.8%) had an income of between USD 2001 and USD 3000 per month, and 45 (10.7%) had an income of more than USD 3000 per month.

In terms of the marital status of the participants, the distribution was as follows: 116 (27.6%) were single, 94 (22.4%) were married, 96 (22.8%) were divorced, 58 (13.8%) were in a relationship, and 56 (13.3%) were in a common-law marriage. Finally, regarding visit frequency, 26 (6.2%) rarely visited the food hall, 29 (6.9%) did so infrequently, 80 (19%) did so occasionally, 61 (14.5%) did so frequently, and 224 (53.3%) did so very frequently.

3.3. Measure

The variables of this study, including affordable prices, food attributes, service staff, atmosphere, satisfaction, and loyalty, were measured using a five-point Likert scale ranging from 1 = Strongly disagree to 5 = Strongly agree.

We assessed the four factors of the dining experience using measurement scales from previous literature (Karamustafa & Ülker, 2020; Liu & Tse, 2018). The affordable prices items were ‘Value for money’, ‘Reasonable’, ‘Overall price’, ‘It was worth it’, ‘Fair’, ‘Appropriate’ and ‘Suitable’ (Cronbach’s Alpha = 0.90); the food attributes items were ‘Diversity of culinary options’, ‘Food presentation’, ‘Healthy food options’, ‘Food freshness’, ‘Food safety’, ‘Creativity of the menu’, ‘Flavour’ and ‘Promptness’ (Cronbach’s Alpha = 0.849); the service staff items were ‘Empathetic’, ‘Communicative’, ‘Trustworthy’, ‘Attentive’, ‘Capable’ and ‘Neat’ (Cronbach’s Alpha = 0.873); the atmosphere items were ‘Accessible’, ‘Navigable’, ‘Parking’, and ‘Seating’ (Cronbach’s Alpha = 0.746). The internal consistency of the four constructs exceeded the minimum cut-off of 0.7 in Cronbach’s Alpha test.

All original measurement scales were based on previously validated instruments published in English. For this study, the items were adapted by summarizing the complete statements into concise keywords (one or two words) to simplify the questionnaire and facilitate respondent understanding during field data collection while maintaining the original conceptual meaning of each item. This adaptation was carried out with the assistance of a bilingual professor from the university’s Language Center, who ensured semantic and conceptual consistency for application in the Spanish-speaking context.

We assessed visitor satisfaction with the dining experience through three statements based on Konuk’s (2019) study. The items were ‘I am satisfied with my decision to visit the food hall’, ‘My decision to choose the food hall was the right one’, and ‘I am happy about my decision to visit the food hall’. Reliability was measured using Cronbach’s Alpha coefficient (C = 0.866), whose value indicates high internal consistency. We examined participants’ loyalty (including revisit intention, recommendation intention, and word-of-mouth intention) by adapting three items from Konuk’s (2019) study. The items were ‘I will consider revisiting the food hall in the future’, ‘I will recommend the food hall to other people when they ask me for a suggestion’, and ‘I will say positive things about the food hall to my acquaintances’ (Cronbach’s Alpha = 0.924).

We implemented factor analysis to explore the observed variables and reduce the dimensionality of the data. Based on the central axis factoring with Promax rotation and the Kaiser criterion, we obtained a four-factor solution measuring gastronomy experience at the food hall. The multiple regression analysis identified the most significant attributes influencing satisfaction and loyalty at the food hall. We used IBM SPSS software, version 27, and Jasp 0.17.1.0 statistical software tools.

The questionnaire design consisted of two sections, with the first including sociodemographic characteristics such as age, education level, income per capita per month, marital status, visit frequency, and consumption in the food hall. The second section contained 26 items on food hall attributes adapted from the study by (Karamustafa & Ülker, 2020; Liu & Tse, 2018). The satisfaction items were adapted from the study by Konuk (2019) and the loyalty factors were taken from (Liu & Tse, 2018). Both the attribute statements and the loyalty construct were measured using a 5-point Likert scale, with 1 being ‘Strongly Disagree’ and 5 being ‘Strongly Agree’. The satisfaction scale ranged from 1 ‘Very Dissatisfied’ to 5 ‘Very Satisfied’.

The study included residents and tourists aged 18 and older visiting the Mercado del Río. Once diners finished their meals, previously trained interviewers approached them to request their voluntary participation in a formal survey about their dining experience. Face-to-face data collection ensured response quality and completeness. After screening for outliers and missing data, 420 valid questionnaires were obtained from a total of 463 respondents. An infinite population was assumed to determine the sample size, with a margin of error of ±5%, a 95% confidence level, and a 50% variation.

The data analysis was conducted in two phases. First, an exploratory factor analysis (EFA) using principal axis factoring with Promax rotation was applied to reduce variables and obtain significant, interpretable factors, given the potential correlations among variables. The Kaiser criterion (eigenvalues > 1) was used to retain factors, resulting in 24 out of 26 items; 2 items (‘Service Speed’ and ‘Food Service was as Ordered’) were excluded due to factor loadings below 0.5. The low loadings for these items may indicate that respondents perceived these aspects as more basic or expected elements of the service process, which did not strongly differentiate their dining experience in the food hall context. Their exclusion slightly narrowed the scope of the service staff construct but allowed for a more internally consistent and conceptually coherent factor structure, thereby improving construct validity. Prior to conducting the exploratory factor analysis, the suitability of the data was assessed. The Kaiser–Meyer–Olkin (KMO) measure of sampling adequacy was 0.921, indicating a high degree of common variance, and Bartlett’s test of sphericity was significant (p < 0.001), confirming the factorability of the correlation matrix. The use of factor analysis allowed for the reduction in variables into meaningful constructs, which were subsequently used as predictors and outcomes in the multiple regression analysis. This two-step approach ensured dimensionality reduction, minimized multicollinearity, and allowed for the identification of key factors influencing satisfaction and loyalty.

Second, multiple regression analysis identified the most significant predictors of satisfaction and loyalty (revisit intention, recommendation, and positive word-of-mouth). Data analysis was performed using IBM SPSS (version 25), JASP (version 0.17.1.0), and G*Power (version 3.1).

4. Results

Pearson correlations (see

Table 1. Pearson correlation matrix among sociodemographic variables, food attributes, satisfaction, and loyalty.

Variables	1	2	3	4	5	6	7	8	9	10	11	12
1. Affordable prices	1	0.71 **	0.68 **	0.41 **	0.73 **	0.71 **	0.14 **	0.02	0.23 **	0.02	−0.10 *	0.24 **
2. Food attributes		1	0.70 **	0.41 **	0.63 **	0.61 **	0.04	−0.08	0.07	−0.05	−0.07	0.010 *
3. Service staff			1	0.44 **	0.57 **	0.64 **	0.09	−0.00	0.19	−0.05	−0.07	0.19 **
4. Atmosphere				1	0.24 *	0.31 *	0.14 *	−0.16 *	0.05	−0.08	−0.02	0.17 *
5. Satisfaction					1	0.80 **	0.10 *	0.05	0.19 *	−0.01	−0.07	0.14 *
6. Loyalty						1	0.14 *	0.01	0.20 *	0.00	−0.14 *	0.14 *
7. Age							1	0.29 *	0.52 *	−0.04	−0.03	0.38 *
8. Educational level								1	0.64 *	−0.04	−0.05	0.36 *
9. Income									1	−0.09	−0.08	0.62 *
10. Marital Status										1	−0.03	−0.12 *
11. Visit frequency											1	−0.07
12. Consumption in the food hall												1

Notes: * p < 0.05; ** p < 0.01.

) showed strong positive associations among dining attributes, satisfaction, and loyalty (r = 0.57–0.79, p < 0.01), confirming internal consistency. Education level and income were also strongly correlated (r = 0.642, p < 0.01), but their effects on consumer perceptions and loyalty remained distinct. No multicollinearity issues were detected.

The Kaiser–Meyer–Olkin (0.921) and Bartlett’s Test of Sphericity criteria exceeded the minimum threshold, allowing us to perform the factor analysis. All indicators in the model exceeded the minimum cutoff of 0.4, indicating a good correspondence between the observed variables (24 indicators) and the latent factors (affordable price, food attribute, service staff, and atmosphere) identified in the analysis.

The first attribute that measures the gastronomy experience at food hall was labelled ‘affordable prices’, and it was made up of seven indicators with factor loadings ranging from 0.584 to 0.825. They explained 16.3% of the variance with an eigenvalue of 9.019.

The second attribute was called the ‘food attribute’ and comprised eight indicators with factor loadings between 0.433 and 0.783. It explained 14.9% of the variance and an eigenvalue of 1.423. The third attribute, ‘service staff’, contains six indicators with factor loadings ranging from 0.410 to 0.835. It explained 13.4% of the variance and an eigenvalue of 1.254.

The fourth attribute, ‘atmosphere’, consists of four indicators with factor loadings between 0.437 and 0.798. It explains 7.4% of the variance and an eigenvalue of 1.019. To address Research Question 1 (RQ1), an exploratory factor analysis (EFA) was conducted to identify the key restaurant attributes valued by consumers in gourmet food halls, as shown in

Table 2. Restaurant attribute factors.

Factors and the Association Between Statements	Loading	Uniqueness	Mean	SD
Affordable prices. Variance = 16.3%; α = 0.90
Value for money	0.825	0.255	4.42	0.798
Reasonable	0.770	0.450	4.12	0.856
Overall price	0.741	0.370	4.48	0.709
It was worth it	0.721	0.335	4.34	0.845
Fair	0.712	0.554	3.83	1.04
Appropriate	0.695	0.428	4.20	0.881
Suitable	0.584	0.440	4.25	0.873
Food attributes. Variance = 14.9%; α = 0.849
Diversity of culinary options	0.783	0.446	4.38	0.743
Food presentation	0.666	0.545	4.45	0.688
Healthy food options	0.652	0.585	4.20	0.941
Food freshness	0.607	0.532	4.47	0.689
Food safety	0.573	0.568	4.64	0.600
The creativity of the menu	0.505	0.498	4.47	0.689
Flavour	0.462	0.552	4.37	0.692
Promptness	0.433	0.713	4.15	0.834
Service staff. Variance = 13.4%; α = 0.873
Empathetic	0.835	0.363	4.23	0.850
Communicative	0.753	0.383	4.26	0.810
Trustworthy	0.708	0.412	4.36	0.777
Attentive	0.689	0.470	4.34	0.780
Capable	0.598	0.510	4.32	0.788
Neat	0.410	0.576	4.61	0.637
Atmosphere. Variance = 7.4%; α = 0.746
Accessible	0.798	0.366	3.07	1.61
Navigable	0.786	0.324	3.77	1.38
Parking	0.489	0.717	3.72	1.22
Seating	0.437	0.618	4.05	1.05

Note: Uniqueness: communality, the residual or specific variance.

.

4.1. Sociodemographic Aspects and Their Relationship to Restaurant Attributes

Table 3. Sociodemographic variables and category definitions used in the regression analysis.

Demographic Variable	Category	Code Used	Frequency (n)	Percentage (%)
Gender	Man	0	198	47.1
	Woman	1	222	52.9
Age	Young adults (18–30)	1	152	36.2
	Adults (31–40)	2	179	42.6
	Mature adults (41+)	3	89	21.2
Education	High school diploma	1	58	13.8
	Undergraduate degree	2	242	57.6
	Graduate degree	3	120	28.6
Monthly Income (USD)	Below USD 500	1	73	17.4
	USD 501 to USD 1000	2	138	32.9
	USD 1001 to USD 2000	3	85	20.2
	USD 2001 to USD 3000	4	79	18.8
	Above USD 3000	5	45	10.7
Marital Status	Not married	1	116	27.6
	Married (civil)	2	94	22.4
	Separated or widowed	3	96	22.8
	Dating	4	58	13.8
	Cohabiting partner	5	56	13.3
Visit Frequency	Weekly visit	1	26	6.2
	Multiple times a week	2	29	6.9
	Monthly visit	3	80	19.0
	Twice monthly	4	61	14.5
	Regularly (often)	5	224	53.3

displays the descriptive summary of the sociodemographic variables incorporated into the multiple regression analysis addressing RQ2. The table provides a detailed account of the categorical classifications and corresponding codes assigned to each variable—namely, gender, age range, educational attainment, monthly income, marital status, and visit frequency. These specifications clarify the operationalization of each factor within the analytical framework, thereby improving the transparency of the regression model and contributing to a more robust interpretation of the relationships between sociodemographic characteristics and the study’s key constructs.

There is a significant and positive effect between income level and affordable prices in a food hall. This suggests that individuals with higher incomes tend to perceive prices as higher compared to those with lower incomes. This could be explained by the fact that higher-income visitors are more accustomed to consuming luxury products and services. As a result, they can be more critical regarding the quality and integrity of food, and thus, are more likely to perceive prices as a reflection of that quality.

Furthermore, the results indicate that individuals with lower education tend to perceive food prices more favourably than those with higher academic levels. This may reflect differences in reference standards and evaluative criteria across education levels, as individuals with higher education may apply more complex cognitive processing when evaluating price and quality.

We also detected a significant and negative effect between the consumption levels in the food hall and the food prices there. This suggests that as food prices become more affordable, consumption levels in the food hall tend to decrease. Consumers may associate higher prices with better quality and exclusivity in a gourmet environment. If prices are too low, diners may perceive a decrease in the quality of the products or services offered, which could discourage them from consuming more.

We also detected a significant and negative effect between the visiting levels in the food hall and the food prices. This suggests that the fewer the consumers in the food hall, the more affordable the food prices seem, making consumers view the prices as reasonable.

The results establish a significant and negative effect between education level and food attributes. This suggests that individuals with lower education tend to perceive food attributes such as quality, presentation, and variety more positively. Additionally, visitors with higher incomes tend to rate food attributes more favourably.

Regarding the establishment’s service staff, we found a significant and negative effect between education level and the perception of service in a food hall. We interpret that individuals with lower levels of education tend to perceive higher service quality compared to those with higher education levels. This may be explained by the fact that individuals with higher education levels often have greater expectations regarding service quality, staff professionalism, communication, and attention to detail. Education level was classified into four categories: primary, secondary, university, and postgraduate/master.

There is also a significant and positive relationship between consumer income levels and their perception of the service staff. This implies that as consumer income levels increase, they are likely to see an improvement in the quality of the service. In practical terms, this could mean that higher-income consumers are likely to have a more positive view of the service in the food hall.

Finally, we detected a significant and positive effect between age and the consumers’ opinion of the establishment’s atmosphere. This could mean that older visitors have a more positive opinion of the food hall atmosphere and décor. Additionally, we found an inverse relationship between the education level and the perception of the atmosphere. In other words, individuals with lower education levels value the atmosphere and decor more positively than those with higher levels of education. Moreover, a significant and positive relationship was found between consumption in the food hall and the perception of the atmosphere (β = 0.139, p = 0.021). This suggests that visitors who spent more during their visit tended to evaluate the environmental aspects of the food hall—such as its accessibility, layout, seating, and parking—more favorably. This may be due to higher involvement and satisfaction, which can enhance overall environmental perception, as shown in

Table 4. Relationship between sociodemographic aspects and the food hall attributes.

Attributes	F	${\mathit{R}}^{\mathbf{2}}$ $\mathbf{(}\mathbf{\Delta }{\mathit{R}}^{\mathbf{2}}\mathbf{)}$	β	t	p
Affordable prices Durbin–Watson = 1.708	7.928 (6.413)	0.103 (0.090)
Age			0.008	0.153	0.879
Education level			−0.201	−3.293	0.001
Income per capita per month			0.261	3.374	0.001
Marital status			−0.056	1.195	0.233
Visit frequency			−0.077	−1.636	0.103
Consumption in the food hall			−0.154	2.574	0.010
Food attributes Durbin–Watson = 1.453	3.524 (6.413)	0.049 (0.035)
Age			−0.005	−0.093	0.926
Education level			−0.227	−3.609	0.001
Income			0.180	2.257	0.025
Marital status			−0.051	−1.061	0.289
Visit frequency			−0.054	−1.129	0.260
Consumption in the food hall			0.075	1.223	0.222
Service staff Durbin–Watson = 1.613	5.401 (6.413)	0.073 (0.059)
Age			−0.036	−0.655	0.513
Education level			−0.207	−3.341	0.001
Income			0.267	3.400	0.001
Marital status			−0.019	−0.389	0.697
Visit frequency			−0.050	−1.402	0.298
Consumption in the food hall			0.109	1.791	0.074
Atmosphere Durbin–Watson = 1.535	8.044 (6.413)	0.105 (0.092)
Age			0.177	3.231	0.001
Education level			−0.292	−4.788	0.001
Income			0.051	0.662	0.508
Marital status			−0.059	−1.265	0.207
Visit frequency			−0.045	−0.956	0.340
Consumption in the food hall			0.139	2.323	0.021

.

In addition, several independent variables did not show statistically significant relationships with the dependent constructs. Specifically, marital status, visit frequency, and consumption in the food hall did not significantly predict affordable prices, food attributes, service staff, or atmosphere (p > 0.05). To address Research Question 2 (RQ2), we analyzed the effects of sociodemographic characteristics on consumers’ perceptions of restaurant attributes using multiple regression analysis.

The results of the multiple regression analyses provide partial support for H1. Significant relationships were observed between various sociodemographic characteristics and customer perceptions of restaurant attributes (affordable prices, food attributes, service staff, and atmosphere). For instance, income and education level were significantly associated with the perception of affordable prices and food attributes, while age was significantly related to atmosphere evaluations. Similarly, income and education level also influenced perceptions of service staff.

4.2. Effects of Sociodemographic Aspects on Overall Satisfaction

We applied the multiple regression method to examine the effects between the dependent variable (overall satisfaction) and the independent variables (sociodemographic aspects, e.g., age, education level, income, marital status, visit frequency, and consumption in the food hall). The indicators of multicollinearity, tolerance, and Durbin–Watson were acceptable in the model. To address Research Question 3 (RQ3), we analyzed the effects of restaurant attributes on customer satisfaction and loyalty using multiple regression analysis.

The results show that consumers with a lower education level tend to be satisfied with their visit to the food hall. That is, tasting a variety of high-quality dishes and different culinary styles can be stimulating and rewarding for these consumers. Additionally, they may find foods in line with their tastes and preferences without having to be familiar with culinary terminology or sophisticated gourmet concepts. Combining an informal and relaxed atmosphere (in contrast to exclusive restaurants), affordable prices and good value for money could make consumers feel more comfortable and satisfied.

Furthermore, high-income consumers with high-income levels were the most satisfied during their visit to the food hall. This is because some customers can afford to spend more money on culinary experience, allowing them to sample different dishes, wines, or beverages without worrying as much about costs. Additionally, the exclusivity of enjoying a sophisticated experience in a modern setting can also contribute to their satisfaction by allowing them to explore flavours and textures they may not find in other types of restaurants. The rest of the sociodemographic aspects studied had insignificant effects. Therefore, the results provide partial support for H2. While education level and income showed significant associations with customer satisfaction, other sociodemographic variables did not demonstrate statistically significant effects. (See

Table 5. Relationship between sociodemographic aspects and satisfaction in the food hall.

Model	T	VIF	F	R2 ΔR2	B	Error Standard	β	p	β $\mathbf{\left(}{\mathit{f}}^{\mathbf{2}}\mathbf{\right)}$
Variables			2.025 (6.41)	0.029 0.014				0.061	0.94 (0.03)
Age	0.699	1.43			0.019	0.057	0.019	0.746
Education level	0.599	1.67			−0.199	0.072	−0.173	0.006
Income per capita per month	0.368	2.71			0.116	0.048	0.195	0.015
Marital status	0.983	1.01			0.008	0.022	0.018	0.716
Visit frequency	0.990	1.01			−0.010	0.029	−0.016	0.743
Consumption in the food hall	0.603	1.65			0.002	0.039	0.003	0.965

).

4.3. Effects Between Sociodemographic and Loyalty Aspects

Similarly, we applied the multiple regression method to examine the effects between the dependent variable (loyalty, e.g., saying positive things, revisiting intention, recommending) and sociodemographic variables as predictors. The indicators of VIF, tolerance, and Durbin–Watson were acceptable.

The results indicate a negative effect between education levels and the intention to say positive things about the food hall. In other words, the higher the educational level, the less likely they are to express positive opinions about the food hall. High-education consumers may be more knowledgeable about gastronomy, and therefore, they are more demanding and critical of food establishments and have high expectations regarding quality and culinary experience. If these expectations are not met, they are likely to express negative opinions instead of hiding their disappointment. In contrast, consumers with lower education levels tend to recommend the food hall more.

Additionally, a positive effect was found between income levels and the likelihood of recommendation. In other words, the higher the income level, the more likely they are to express positive opinions about the experience. This could be true of consumers who are motivated to share their positive experiences to reinforce their social status or demonstrate their refined taste and economic solvency.

The results also demonstrated that positive comments are associated with consumers who visit the food hall infrequently. Infrequent food hall consumers may have selective memories, often due to the element of surprise. In other words, when people discover something unexpected or exciting during a visit, they are more likely to share that excitement through positive comments. Furthermore, the food hall may exceed the consumer’s expectations on the rare occasions they visit. This could lead to greater appreciation and, therefore, positive comments.

The intention to return to the food hall is significantly predicted among visitors with a lower education level. In other words, those with lower educational levels enjoyed a significant culinary experience that motivated them to return on another occasion. The results also revealed that high-income consumers are more likely to revisit the food hall. For some people, visiting new, modern, or high-end places can be a way to showcase their economic success. Returning to the place can reinforce their image of belonging to a higher social class and having exquisite tastes.

It was found that less frequent customers are the most likely to return. Those consumers who are more cautious about visiting the food hall tend to revisit it. Occasional visits could be associated with the exclusivity consumers seek and the quality of their experience. This could make them more selective in their choices and also encourage them to return if they had memorable and unique experiences.

Another study finding is associated with recommending the food hall. Consumers with lower levels of education are more likely to recommend the place, while people with higher incomes are less likely to do so. Likewise, infrequent food hall visitors tend to recommend it to their family and friends. Some sociodemographic aspects studied had insignificant effects when evaluating the variables, such as saying positive things, intending to revisit, and recommending the establishment. Therefore, the results provide partial support for H3. While education level, income, and visit frequency showed significant associations with different dimensions of customer loyalty (saying positive things, revisit intention, and recommend), other sociodemographic variables did not demonstrate statistically significant effects (see

Table 6. Relationship between sociodemographic aspects and loyalty in the food hall.

Variables	F	${\mathit{R}}^2$ $\mathbf{(}\mathbf{\Delta }{\mathit{R}}^{\mathbf{2}}\mathbf{)}$	β	T	p
Saying positive things Durbin–Watson = 1.626	4.903 (6.413)	0.066 (0.053)
Age			0.096	1.689	0.092
Education level			−0.120	−1.955	0.051
Income per capita per month			0.215	2.742	0.006
Marital status			0.009	0.190	0.850
Visit frequency			−0.122	−2.561	0.011
Consumption in the food hall			−0.017	−0.285	0.776
Revisit intention Durbin–Watson = 1.438	5.146 (6.413)	0.070 (0.056)
Age			0.038	0.665	0.506
Education level			−0.179	−2.917	0.004
Income per capita per month			0.269	3.434	0.001
Marital status			0.024	0.503	0.615
Visit frequency			−0.110	−2.309	0.021
Consumption in the food hall			0.010	0.161	0.872
Recommend Durbin–Watson = 1.613	6.503 (6.413)	0.086 (0.073)
Age			0.033	0.593	0.554
Education level			−0.171	−2.821	0.005
Income per capita per month			0.295	3.801	0.001
Marital status			−0.037	−0.788	0.431
Visit frequency			−0.100	−2.121	0.035
Consumption in the food hall			0.029	0.480	0.631

Note: Significant values are in bold.

).

5. Discussions

The results of our study prove that restaurant attributes (affordable prices, food attributes, service staff, and atmosphere) determine the gastronomy experience in a food hall. This finding is consistent with previous studies (Mathayomchan & Taecharungroj, 2020; Longart et al., 2018; Rhee et al., 2016), who found these are the key attributes of a diner’s restaurant experience. Secondly, our study confirms that the sociodemographic aspects of age, education level, income, and consumption in the food hall influence the importance consumers give to the restaurant attributes. Four attributes are integrated into the categorization of restaurant attributes, and the sociodemographic aspects influence the value that consumers give to the restaurant attributes.

As for the influence of customer sociodemographics on the evaluation of restaurant attributes, our findings show that consumers with lower education score higher on all attributes, including, affordable price, food attributes, service staff, and atmosphere. This may reflect the fact that customers with lower educational backgrounds often exhibit lower cognitive complexity when evaluating service experiences, resulting in higher satisfaction thresholds compared to more educated consumers (Ahmed et al., 2023; Castillo Canalejo et al., 2023). Furthermore, highly educated consumers may possess more refined gastronomic knowledge, leading to elevated expectations and a more critical evaluation of culinary quality and service professionalism (Vidyanata, 2022).

Interestingly, the lower perceptions of service staff quality associated with a lower education level in our study differ from the conclusions by M. A. Orden-Mejía and Zambrano-Conforme (2020), who indicate that consumers with a higher education level tend to have a higher perception of service. Additionally, our study contradicts their findings that consumers with a higher education level tend to have higher expectations when assessing the restaurant ambiance. On the other hand, these results are compatible with those by Heung (2002). Furthermore, our study reveals that older groups of consumers have a higher and better perception of the atmosphere in the food hall than their counterparts. This result is consistent with the conclusions drawn by Josiam et al. (2017). Therefore, this study confirms some findings and differs from previous studies concerning sociodemographic aspects such as age, educational level, income, and consumption in the food hall, which affect the evaluation of restaurant attributes.

However, insignificant relationships were also found, suggesting that visitors’ perceptions of price fairness, food quality, service, and ambience may be relatively consistent across different sociodemographic profiles. In the food court context, the standardized and informal nature of the service environment may reduce the highly similar perceptual differences associated with marital status, visit frequency, or consumption levels.

Regarding the sociodemographic aspects that influence customer satisfaction, our results demonstrate that consumers with a lower education level are more satisfied with their visits to the food hall compared to those with a higher education level. This research is compatible with previous studies that confirm that customers with a lower education level have a higher level of satisfaction (Phosikham et al., 2015; Carvache-Franco et al., 2022; Ozdemir et al., 2012; Tsiotsou & Vasioti, 2006). In contradiction with our research, Terry and Israel (2004) have found that consumers with a higher education level show greater satisfaction than their counterparts. Our findings also reveal that higher-income consumers are more satisfied compared to lower-income level consumers during their visit to the food hall. Our study refutes the conclusions and results of Zeinali et al. (2014) who have not found differences between income levels and customer satisfaction. Thus, this study confirms some findings and differs from previous studies regarding sociodemographic aspects such as the education level and income per capita per month, which influence customer satisfaction.

As for the sociodemographic aspects that influence customer loyalty, our findings demonstrate that consumers with a lower education level are more likely to recommend to others, say positive things, and revisit the food hall compared to customers with a higher education level. Our findings are similar to previous research (Chow et al., 2007; Carvache-Franco et al., 2022; Ozdemir et al., 2012; Zeinali et al., 2014) who confirm that consumers with a lower education level are more motivated to recommend to others and return to consume at the food hall. Similarly, the findings by Carvache-Franco et al. (2022) and Zeinali et al. (2014) support our study that customers with a lower education level are more willing to say positive things about the place. Our results correspond to the results of Iofrida et al. (2022) who state that income could influence restaurant choice intentions. However, our study differs from the results of Chow et al. (2007) and Zeinali et al. (2014), who have stated that income does not influence customer loyalty.

In addition, the results of our investigation indicate that less-frequent consumers are more likely to recommend to others, say positive things, and revisit the food hall compared to their counterparts. Although this finding contradicts traditional loyalty theories that link higher visit frequency with stronger loyalty (Carvache-Franco et al., 2022), the specific context of gourmet food halls may partially explain this result. Due to the hybrid and experience-oriented nature of food halls, occasional visitors may perceive their visits as special, novel, or exclusive events, generating intense positive emotions and memorable experiences that increase their intention to recommend and return despite their low frequency. This “novelty-driven loyalty” effect has been observed in experiential tourism settings, where customer satisfaction is based more on the perception of uniqueness than on usual consumption patterns (Skavronskaya et al., 2020; Toyama & Yamada, 2012).

This study was conducted in the specific context of a food hall, a type of gastronomic space that differs significantly from traditional restaurants in terms of customer flow, pricing models, and vendor diversity. Unlike restaurants that can directly select or target their clientele, food halls operate as open-access environments with a wide mix of visitors. This makes traditional segmentation strategies less effective and calls for a deeper understanding of perceived experience variables. Our findings based on price perception, food quality, service, and atmosphere serve as proxies for the experiential evaluation of food hall visitors. These attributes, while shared with restaurants, take on distinct meaning in the food hall context, where choice abundance and sensory diversity play a critical role in shaping consumer satisfaction and loyalty.

The findings of this study provide several implications for urban tourism management and destination branding strategies. First, food halls such as the Mercado del Río can serve as key gastronomic attractions that strengthen the city’s identity and tourist appeal. Local authorities and tourism boards can promote these spaces as part of the urban cultural experience, integrating culinary diversity, local food heritage, and social gathering environments. Additionally, understanding the varying perceptions across consumer profiles allows managers to tailor marketing messages and service designs that appeal to first-time and repeat visitors. Enhancing the visitor experience through quality service, ambiance, and diversified culinary offerings may further reinforce the city’s brand as a gastronomic destination, fostering loyalty and positive word-of-mouth among residents and tourists.

6. Conclusions

The results are divided into three parts as follows: first, the attributes that determine the gastronomy experience in a food hall have been assessed and are as follows: affordable prices, food attributes, service staff, and atmosphere. Second, this study has also examined the relationship between restaurant attributes and sociodemographic aspects. Therefore, visitors’ sociodemographic aspects, such as age, education level, income per capita per month, and consumption in the food hall, influence how they evaluate the attributes. Third, this research also understands the relationship between sociodemographic aspects and consumer satisfaction and loyalty. We found that sociodemographic aspects have an impact on how consumers perceive their satisfaction with and loyalty to the restaurant. In this study, these influential sociodemographic aspects of satisfaction are the educational level and income per capita per month. On the other hand, the sociodemographic factors affecting consumer loyalty include educational level, income per capita per month, and food hall visiting frequency. Our findings provide compelling evidence about how consumers’ sociodemographic aspects influence their satisfaction and decision to return, recommend, and say positive things about the food hall. Therefore, all the objectives of this study are examined.

In line with previous studies, our findings confirm that food quality, service, atmosphere, and price remain core restaurant attributes influencing the dining experience (Rhee et al., 2016; Chun & Nyam-Ochir, 2020). However, our results differ from studies such as M. A. Orden-Mejía and Zambrano-Conforme (2020) and Zeinali et al. (2014), as we found that lower education levels were associated with higher satisfaction and loyalty, which contrasts with research conducted in fine-dining or tourist destinations where higher education was linked to greater satisfaction. Additionally, while prior literature often suggests frequent visitors show higher loyalty (Kala, 2020), our findings reveal that low-frequency visitors in the food hall context display stronger loyalty intentions. These differences may reflect the unique hybrid nature of food halls as urban gastronomic spaces offering variety, accessibility, and informal social experiences that differ from traditional restaurant settings.

6.1. Theoretical Implications

This study proves that consumers evaluate their food hall dining experience by considering these four attributes: affordable prices, food attributes, service staff, and atmosphere. Furthermore, our results provide compelling evidence that consumers’ sociodemographic aspects affect their overall gastronomy experience when considering the various attributes. In this respect, the sociodemographic aspects affecting the restaurant attributes are age, education level, income, and consumption in the food hall. Among the influential sociodemographic aspects, attention has been paid mainly to age and education level. Still, our results provide the first evidence that income and consumption in the food hall also influence a customer’s assessment of restaurant attributes. That is, our study extends previous literature demonstrating that higher-income customers perceive prices as higher and have a better perception of the food and staff attributes when dining in a food hall. Furthermore, our research provides new insights revealing that consumers who spend less at a food hall perceive food prices as more affordable.

Our findings support previous studies that the key sociodemographic aspects influencing consumer satisfaction are education level and income. This means that consumers with a lower educational level and a higher income are more satisfied compared to their counterparts when dining in a food hall. Our research also confirms previous studies by indicating that education level, income, and visit frequency are crucial sociodemographic aspects when it comes to predicting consumer loyalty. In other words, consumers with a lower educational level, high level of income, and who visit the food hall less frequently, show greater willingness to recommend it, say positive things about it, and return. This study highlights a counterintuitive insight into loyalty formation: consumers who visit the food hall less frequently report stronger intentions to revisit and recommend it. This challenges traditional loyalty frameworks that emphasize habitual consumption. The results suggest the need to integrate emotional and symbolic dimensions of occasional consumer experiences into theoretical models of loyalty. Moreover, there was a research gap in determining the specific restaurant attributes in a food hall and how sociodemographic aspects influence satisfaction and loyalty in the food hall context. Therefore, this study fills this research gap and extends the scope of analysis of restaurant attributes in a food hall.

Additionally, this study contributes theoretically by connecting sociodemographic segmentation with experiential consumption, supported by the Consumption Value Theory, where functional (price, food quality) and emotional (atmosphere, service) values influence consumer satisfaction and loyalty. Furthermore, the findings offer partial support for the Means-End Theory, as different sociodemographic groups evaluate dining experiences based on personal values and desired outcomes. By applying these frameworks in the underexplored context of food halls in emerging markets, this study bridges service marketing and tourism segmentation literature, expanding empirical knowledge on gastronomic experiences beyond traditional restaurant or tourism destination settings.

6.2. Practical Implications

Implementing accessible promotions and affordable menus can attract segments with lower purchasing power. At the same time, a dynamic pricing strategy that includes premium options for higher-income consumers ensures satisfaction for all audiences. Designing innovative experiences, such as tasting menus or exclusive pairings, reinforces the perception of exclusivity and meets the expectations of high-income consumers. However, maintaining a balance in prices avoids alienating more cost-sensitive segments.

The findings offer several actionable managerial implications for food halls as urban gastronomic destinations. Data-driven menu segmentation can help target different income groups by offering premium tasting menus and exclusive pairings for high-income customers while maintaining affordable promotions for price-sensitive segments. Communication strategies can also be tailored according to education levels: consumers with higher education may respond better to detailed information on sustainability, ingredient sourcing, and health benefits, while lower-educated segments may engage more with visual, direct, and benefit-oriented messages such as special offers or loyalty cards. Loyalty programs can be designed specifically for low-frequency but high-impact visitors, offering limited-time memberships, exclusive seasonal events, or invitation-only tastings to encourage repeat visits.

Regarding the educational profile, consumers with a higher education level value the transparency and sustainability of ingredients, which can be addressed through detailed descriptions, quality certifications, and effective communication on menus. On the other hand, segments with a lower education level respond better to visual and direct messages that highlight concrete benefits, such as specific promotions and recommendations.

The per capita income of diners shows a positive and significant relationship with all loyalty variables. Therefore, strategies aimed at high-income market segments could be effective in practice. The educational level has an inverse relationship with the intention to return and recommendation, which could indicate that more educated consumers prefer more exclusive, luxurious, or differentiated experiences.

The frequency of visits shows a negative and significant relationship with the variable’s intention to return and recommendation. Visitors who usually go to the food hall are unsatisfied with the establishment’s gastronomic offerings. Therefore, improving the variety of products, updating the menu, or holding themed events could influence customer satisfaction and loyalty.

From a managerial perspective, the finding that infrequent visitors express high loyalty intentions indicates that marketing strategies should not only focus on frequent customers. Occasional visitors may represent untapped potential for advocacy and repeat business. Creating campaigns that reinforce the exclusivity or novelty of the food hall experience could enhance this loyalty segment.

The level of customer consumption in the food hall and the loyalty variables were insignificant. Therefore, the spending made by customers (high, medium, or low) does not always guarantee loyalty. In this sense, managers are recommended, as necessary, to invest in innovative experiences such as online cooking shows and to allow attendees to participate actively. This strategy could increase the reach towards people who have not yet visited the establishment, generating promotion of the dishes, emotional connection, and a probable increase in sales.

Likewise, based on the positive impact of admission on recommendations and intention to return, campaigns aimed at middle and high-socioeconomic segments, emphasizing luxury, exclusivity, product quality, and the experience of the place, can generate higher loyalty and word-of-mouth promotion.

The study employed a convenience sampling strategy that, while resource-efficient, limits the generalizability of the findings. The study must account for consumers who may have interacted with the food hall through delivery or online services. This omission overlooks an increasingly significant segment of the food service market. Incorporating online consumer behaviour could offer a more comprehensive analysis. Expanding the sampling to include online is also crucial, as digital platforms increasingly shape food consumption behaviour. Other limitations are the lack of data on participants’ annual income, the collection of all data from a single location setting in Ecuador, which limits generalizability and the potential response bias from self-administered questionnaires. To overcome the geographic limitation, future research should replicate this research across multiple regions or countries, allowing for cross-cultural comparisons.

Future research should incorporate food hall-specific constructs to enrich the understanding of consumer behavior in this setting. Variables such as perceived crowding, vendor diversity, uniqueness of experience, and spatial layout could offer more precise insights into what differentiates food halls from other dining environments. Additionally, qualitative or mixed methods approaches could help capture the nuanced motivations and expectations of visitors in these multifaceted gastronomic spaces.