The focus of this research is the chain restaurant industry, and its purpose is: (a) to determine which factors influence “experiential value” and “customer loyalty formation,” and (b) to examine the connections between experiential value and that loyalty. Based on the literature review, five dimensions were identified that influence restaurant patrons’ behavior: (a) food quality, (b) price, (c) interpersonal service quality, (d) environment, and (e) brand image. Theoretical relationships between attributes influencing patron’s behavior, experiential value, satisfaction, and loyalty are derived from the literature review