The Korean Journal of Franchise Management (한국프랜차이즈경영연구)

Korea Society of Franchise Management (한국프랜차이즈경영학회)
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The Impact of Perceived Restaurant Crowding on Satisfaction, Dine-Out Intention, and Dine-In Intention

레스토랑의 지각된 혼잡성이 소비자의 만족 및 행동의도에 미치는 영향

  • Moo Sung HA (School of Business, Sejong University) ;
  • Ji Ah LEE (School of Business (Major in ESG), Sejong University) ;
  • Jae Yeon PARK (School of Business (Major in ESG), Sejong University)
  • Received : 2023.08.10
  • Accepted : 2023.09.14
  • Published : 2023.09.30
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Abstract

Purpose: In the post-COVID-19, many consumers still feel uncomfortable with crowding in closed spaces. This study investigates how non-crowding affects consumer satisfaction and restaurant visit intention. Research design, data, and methodology: The data were collected from 350 people aged 20 and above. A total of 347 respondents, excluding 3 unfaithful respondents, were analyzed using Smart PLS 4.0 program. Result: Both spatial and human crowding have significant effects on satisfaction. On the other hand, neither spatial nor human crowding directly affected dine-out intention significantly. In addition, spatial crowding was found to have a direct and significant effect on in-store dining intention, but human crowding did not have a direct and significant effect on in-store dining intention. It was found that satisfaction had a significant effect on both dine-out intention and in-store dining intension. Conclusions: This study has expanded the range of consumer behavioral intentions by applying a non-crowded environment (S) to the SOR theory. Also, Consumer behavioral intention was expanded by dividing visit intention into a dine-out and in-store dining intention. Therefore, we propose measures to minimize human crowding by introducing a system such as adjustment of store operating hours, reservation system, store opening time alarm system, and reduction of cooking time.

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References

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