A holistic model of the servicescape in fast casual dining
International Journal of Contemporary Hospitality Management
ISSN: 0959-6119
Article publication date: 13 January 2020
Issue publication date: 13 January 2020
Abstract
Purpose
The servicescape is increasingly being recognized as a function of two distinct components: physical and social. While these two dimensions have often been studied independently, the purpose of this paper is to examine the effect of both dimensions simultaneously in a fast casual restaurant context.
Design/methodology/approach
A sample of 1,110 fast casual restaurant patrons in the USA was collected. The data were analyzed using nested structural equation modeling.
Findings
The results suggest that both the social and the physical servicescape can affect consumption behavior in the fast casual restaurant industry and crowding can act a moderator of these relationships.
Research limitations/implications
Theoretically, these results are significant because they suggest the importance of capturing a holistic account of the servicescape when conducting research on the consumption environment.
Practical implications
This study is among the first to examine the effect of the social servicescape (and specifically the effect of crowding) in fast casual restaurants. The results suggest that restaurateurs need to be mindful that crowding affects the relationship between social servicescape and satisfaction.
Originality/value
This research is the first to look at both aspects of the servicescape as drivers of consumer behavior in the fast casual dining segment. Additionally, this research makes a second contribution by assessing the effect of crowding on the servicescape-driven relationships inherent in the proposed model.
Keywords
Citation
Line, N.D. and Hanks, L. (2020), "A holistic model of the servicescape in fast casual dining", International Journal of Contemporary Hospitality Management, Vol. 32 No. 1, pp. 288-306. https://doi.org/10.1108/IJCHM-04-2019-0360
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited