Restaurant crowding and perceptions of service quality: The role of consumption goals and attributions

This study examines the moderating effect of consumptions goals on the perceived crowding-service quality relationship in the context of restaurant experiences. It also investigates the effect of attributions for crowding on customer evaluations of service quality. The study found that, when the consumption goal is primarily utilitarian in nature, a non-crowded restaurant environment results in higher service quality evaluations. Conversely, for hedonic consumption goals, higher service quality evaluations are associated with a crowded environment. Findings also indicate that customer attributions for crowding have a direct effect on service quality ratings. Managerial implications and future research directions are discussed.