The impact of the social servicescape,density, and restaurant type on perceptions of interpersonal service quality

The purpose of this study was to investigate how density in the servicescape affects the three interpersonal dimensions of Stevens et al., (1995) DINESERV conceptualization of service quality (responsiveness, assurance, and empathy) across various restaurant types. Using the framework of information processing theory, it was predicted that when a customer uses density to evaluate anticipated service quality, the information processing style will vary depending on the restaurant context. For fine dining restaurants and sports bars, it was predicted that customers will use heuristic processing, but would use systematic processing when evaluating a family casual restaurant. A 3 (contextual service norms) × 2 (built density) × 2 (human density) between subjects factorial design was employed. The results identified a three-way interaction between human density, built density, and restaurant type, suggesting that the type of restaurant does indeed matter when considering how density impacts potential customers’ perceptions of a restaurant.