Building Safety at Night: An Integrated Model of Environmental Design and Services Marketing in Guadalajara de Buga

Understanding how environmental design and institutional trust shape perceived security in nightlife settings is essential for enhancing customer experiences and business sustainability. This study examines how surveillance, access control, territoriality, maintenance, and trust in police influence customers’ perceptions of security in nightlife establishments in Colombia, and how these perceptions affect satisfaction and revisit intentions. A survey was conducted involving 400 customers in nightlife venues in Guadalajara de Buga, using Likert scales to evaluate the constructs. Data were analyzed using partial least squares structural equation modeling; Results indicate that maintenance (β = 0.304), surveillance (β = 0.264), trust in police (β = 0.203), and territoriality (β = 0.184) significantly influence perceived security, while access control does not. Perceived security strongly impacts satisfaction (β = 0.662) and revisit intention (β = 0.641). The model explains 47% of the variance in perceived security, 43% in satisfaction, and 41% in revisit intention. These findings highlight the value of integrating environmental design and institutional trust within service marketing and crime prevention, showing that investments in design and maintenance can yield commercial benefits. The study offers guidance for owners seeking to improve customer satisfaction and loyalty through targeted strategies.