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The Moderating Effect of Time of the Day on the Relationship between Perceived Crowding and Emotional Responses; with Special Reference to Fast Food Industry in Sri Lanka

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The Moderating Effect of Time of the Day on the Relationship between Perceived Crowding and Emotional Responses; with Special Reference to Fast Food Industry in Sri Lanka


K. K. P. D. Kahaduwa



K. K. P. D. Kahaduwa "The Moderating Effect of Time of the Day on the Relationship between Perceived Crowding and Emotional Responses; with Special Reference to Fast Food Industry in Sri Lanka" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-5, August 2021, pp.2149-2156, URL: https://www.ijtsrd.com/papers/ijtsrd46312.pdf

The main purpose of conducting this research study is to identify the impact of perceived crowding on emotional responses of the shoppers and identify the moderating effect of time of the day on the relationship between perceived crowding and emotional responses. And fast food industry in Sri Lanka has been taken as the research base to identify the fast food consumers’ perception on the crowding. Moreover, perceived crowding observed as a major concern for shoppers as well as a challenge for organizations which was also addressed in International context. That issue encouraged this particular study and it will be further examined and tested broadly throughout this research study. And the other concern is what types of moderating effect can be seen on the relationship between perceived crowding and emotional responses. Therefore, this research study has examined the effect of “time of the day” on the main relationship. A well-structured questionnaire was used to obtain primary data for the study. A total of 405 Sri Lankan fast food clients were chosen as the sample for the study. The sampling method was convenience sampling, and the data was analyzed using SPSS 25 software. The multiple regression analysis was used to analyze the data. Charts and graphs are used to display the research findings. The study's findings demonstrated it can be concluded that it indicates that 12.2% of dependent variable (Emotional Responses) is explained by independent variables (Perceived Crowding). And we may conclude that in the Sri Lankan fast food market, there is no moderating effect of time of the day on the relationship between perceived congestion and emotional responses.

Perceived Crowding Effect, Emotional Response, Fast Food Industry


IJTSRD46312
Volume-5 | Issue-5, August 2021
2149-2156
IJTSRD | www.ijtsrd.com | E-ISSN 2456-6470
Copyright © 2019 by author(s) and International Journal of Trend in Scientific Research and Development Journal. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (CC BY 4.0) (http://creativecommons.org/licenses/by/4.0)

International Journal of Trend in Scientific Research and Development - IJTSRD having online ISSN 2456-6470. IJTSRD is a leading Open Access, Peer-Reviewed International Journal which provides rapid publication of your research articles and aims to promote the theory and practice along with knowledge sharing between researchers, developers, engineers, students, and practitioners working in and around the world in many areas like Sciences, Technology, Innovation, Engineering, Agriculture, Management and many more and it is recommended by all Universities, review articles and short communications in all subjects. IJTSRD running an International Journal who are proving quality publication of peer reviewed and refereed international journals from diverse fields that emphasizes new research, development and their applications. IJTSRD provides an online access to exchange your research work, technical notes & surveying results among professionals throughout the world in e-journals. IJTSRD is a fastest growing and dynamic professional organization. The aim of this organization is to provide access not only to world class research resources, but through its professionals aim to bring in a significant transformation in the real of open access journals and online publishing.

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