Journal of Management and Business Solutions 3092-7226 3 Serial Number 16 2025 12 10 Explaining the Role of Environmental Multisensory Experiences in Shaping Decision-Making and Customer Loyalty in Café Services Explaining the Role of Environmental Multisensory Experiences in Shaping Decision-Making and Customer Loyalty in Café Services 1 20 EN Journal Article 2025 09 24 <p class="Abstract" style="line-height: 150%;"><span lang="EN-GB" style="font-size: 8.0pt; line-height: 150%;">Environmental multisensory experiences, as one of the key components of service environments, play a crucial role in shaping customers’ decisions and behaviors. The purpose of the present study is to explain the effect of environmental multisensory experiences on the decision-making process and customer loyalty in café services. The research was conducted using a mixed-methods approach; in the qualitative phase, the dimensions of multisensory experiences and their behavioral outcomes were identified through semi-structured interviews with customers and experts and were analyzed using the grounded theory approach. In the quantitative phase, the relationships among the extracted components were tested using structural equation modeling. The statistical population consisted of customers of cafés in the city of Isfahan, and data were collected through a questionnaire. The results indicated that environmental multisensory experiences, by influencing customer perceptions, play a significant role in purchase decision-making and in strengthening customer loyalty, and that certain dimensions of the service environment exhibit greater impact than others. These findings provide a basis for improving service environment design and enhancing customer experience in café businesses.</span></p> https://www.journalmbs.com/index.php/jmbs/article/download/150/119