ABSTRACT: In experiential settings such as themed restaurants, customer experience involves emotional and relational aspects that shape post-purchase behaviors. This study explores how immersive experiences influence customer satisfaction, commitment, and loyalty among young adults. It examines the role of trust, emotional and calculated commitment, and cognitive evaluation in shaping loyalty dynamics. A dual approach combining a conceptual framework with an empirical investigation was adopted. A structured questionnaire was administered to young adults, and data were analyzed to assess the proposed relationships. The results show that trust significantly enhances customer-brand ties, and that both emotional and cognitive factors predict satisfaction and loyalty. This research contributes to the literature by integrating emotional and relational dimensions into loyalty analysis in immersive environments. Its main limitation lies in its partly conceptual nature, suggesting the need for further empirical validation across diverse experiential contexts.

KEYWORDS: cognitive evaluation, customer loyalty, emotional commitment, immersive experience, trust