Attracting Consumer Food: The Effect of Perceived Crowdedness

Q4 Social Sciences
Amru Bangkit Adhitama, K. Kurniawati, Y. Masnita
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引用次数: 0

Abstract

This study delves into the interplay between Perceived Crowding (Crowd) and its impact as a mediator on Purchase Intention, Customer Satisfaction (SAT), and Word of Mouth (WoM). Specifically, it examines the role of crowd perception as a deciding factor for selecting a restaurant, thereby influencing overall consumer satisfaction. The research comprises a sample of 100 respondents, spanning multiple generations. The data analysis technique employed is Structural Equation Modeling (SEM). The findings of this study underscore the significant mediating role played by Perceived Crowding (Crowd) on the relationship between Purchase Intention and both Customer Satisfaction (SAT) and Word of Mouth (WoM). This insight suggests that the presence of crowds acts as a crucial factor in shaping customers' purchase decisions, overall satisfaction, and likelihood to engage in positive word-of-mouth referrals. Interestingly, the research highlights the distinct behavior of the millennial generation and Generation Z. These younger demographics exhibit a penchant for aligning with current trends. Even when faced with long queues at a food establishment, they display a willingness to wait, suggesting a correlation between crowd perception, purchase intent, and consumer behavior in these generational groups. This study underscores the importance of understanding the dynamics of Perceived Crowding and its role in influencing consumer behavior, particularly among the younger generations. It sheds light on the complex interrelationships between Purchase Intention, Customer Satisfaction, and Word of Mouth, offering valuable insights for businesses in the food industry seeking to optimize customer experiences and harness the power of positive word-of-mouth promotion.
吸引消费者食品:感知拥挤的影响
本研究探讨知觉拥挤(Crowd)及其在购买意愿、顾客满意(SAT)和口碑(WoM)之间的中介作用。具体来说,它考察了人群感知作为选择餐厅的决定因素的作用,从而影响整体消费者满意度。这项研究包括100名受访者,他们跨越了几代人。数据分析技术采用结构方程模型(SEM)。本研究的结果强调了感知拥挤(Crowd)在购买意愿与顾客满意(SAT)和口碑(WoM)之间的关系中所起的显著中介作用。这种见解表明,人群的存在是影响客户购买决策、整体满意度和参与积极口碑推荐的可能性的关键因素。有趣的是,该研究强调了千禧一代和z一代的独特行为。这些年轻的人口统计数据显示出与当前趋势保持一致的倾向。即使在食品店排长队时,他们也表现出愿意等待的意愿,这表明在这些世代群体中,人群感知、购买意图和消费者行为之间存在相关性。这项研究强调了理解感知拥挤的动态及其在影响消费者行为方面的作用的重要性,特别是在年轻一代中。它揭示了购买意愿、顾客满意度和口碑之间复杂的相互关系,为食品行业寻求优化顾客体验和利用积极的口碑推广力量的企业提供了有价值的见解。
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来源期刊
Journal of Social Research and Policy
Journal of Social Research and Policy Social Sciences-Sociology and Political Science
CiteScore
0.30
自引率
0.00%
发文量
0
审稿时长
8 weeks
期刊介绍: Welfare states have made well-being one of the main focuses of public policies. Social policies entail, however, complicated, and sometimes almost insurmountable, issues of prioritization, measurement, problem evaluation or strategic and technical decision making concerning aim-setting or finding the most adequate means to ends. Given the pressures to effectiveness it is no wonder that the last several decades have witnessed the imposition of research-based social policies as standard as well as the development of policy-oriented research methodologies. Legitimate social policies are, in this context, more and more dependent on the accurate use of diagnostic methods, of sophisticated program evaluation approaches, of benchmarking and so on. Inspired by this acute interest, our journal aims to host primarily articles based on policy research and methodological approaches of policy topics. Our journal is open to sociologically informed contributions from anthropologists, psychologists, statisticians, economists, historians and political scientists. General theoretical papers are also welcomed if do not deviate from the interests stated above. The editors also welcome reviews of books that are relevant to the topics covered in the journal.
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