Perceived crowding and behavioural intention of restaurant customers – the mediating role of positive emotions

Abstract

The aim of this research was to determine the extent of the positive emotions that restaurant patrons experience as well as their behavioural intention given different levels of crowding in a favourite restaurant. Further to this, the objective was to determine if these positive emotions mediate the relationship between perceived crowding and behavioural intention, and if attitudes towards crowding are controlled. The Stimulus-Organism-Response model was proposed as a theoretical grounding for the study, including a randomised experimental model with a treatment and control group that were allocated scenarios to provide intended levels of crowding. The analysis that ensued revealed that crowding does not affect positive emotions or behavioural intentions, and crowding on a restaurant patron’s behavioural intention is not mediated by the emotions held towards the eatery. Consequently, possible explanations and implications of these findings are presented.