The moderating effect of perceived spatial crowding on the relationship between perceived service encounter pace and customer satisfaction

This study examines the moderating effect of perceived spatial crowding on the perceived service encounter pace-customer satisfaction relationship in a restaurant context. Findings indicate a curvilinear relationship between perceived pace and customer satisfaction when spatial crowding is perceived as low. As perceived spatial crowding increases, the curvilinear nature of the relationship between perceived pace and satisfaction begins to flatten out, with no evidence of curvilinearity at relatively high levels of perceived spatial crowding. This suggests that an opportunity exists to increase pace without engendering a negative impact on customer satisfaction. The implications for theory and revenue management practice are discussed.