Spatial and human crowdedness, time pressure, and Chinese traveler word-of-mouth behaviors for Korean restaurants

Abstract

This study aimed to examine the perceived crowdedness (Human, Spatial), emotions, customer satisfaction, and WOM intentions relationships while visiting a crowded restaurant in Korea. Additionally, it estimated the potential moderating role of perceived time pressure on the proposed structural model. The obtained cross-sectional survey data was evaluated and validated utilizing a systematic analysis process. The results indicated both significant and insignificant relationships of spatial crowdedness and human crowdedness to generate positive and negative emotions. It also determines the critical role of perceived time pressure in moderating the relationship between satisfaction and WOM intentions. The implications for marketing managers and future research directions in restaurants were also discussed.