The effects of over-service on restaurant consumers’ satisfaction and revisit intention

Abstract

How do consumers respond to over-service behaviors in restaurants? Based on the transactional theory of stress and coping, this research investigates the negative effects of over-service on restaurant consumers. A cross-sectional study and two experimental studies were conducted. The results revealed that over-service can become a stressor, intensifying consumers’ perceived service stress and exerting negative impacts on their satisfaction and revisit intention. Furthermore, these effects were moderated by a desire for control. When encountering over-service, consumers with a high desire for control showed heightened perceived service stress, resulting in lower satisfaction and revisit intention. Conversely, for consumers with a low desire for control, these effects were attenuated. This research introduces a fresh theoretical lens to view over-service and offers practical managerial recommendations for enhancing service quality in the foodservice industry.