More is not always better: determinants of choice overload and satisfaction with customization in fast casual restaurants

ABSTRACT

Mass customization in fast casual restaurants has been a growing trend to meet customers’ increasingly tailored demands. To receive customization services, however, customers are required to make several choices with limited time. Therefore, this study examines the effects of a perceived number of choices and time pressure on choice overload and the subsequent effects of choice overload on satisfaction with customization in fast casual restaurants. Path analyses with the data of 371 highly valid respondents from a nationwide consumer sample demonstrated that perceived number of choices and time pressure increased participants’ choice overload. In addition, once customers were overwhelmed by choices, they were less likely to be satisfied with the customization process. Notably, when customers had high hedonic or utilitarian restaurant values, there was no negative effect of choice overload on satisfaction. This study provides better insights into the current restaurant trend of mass customization for both scholars and practitioners.

快速休闲餐厅的大规模定制已经成为满足顾客日益定制需求的一种趋势. 然而，要接受定制服务，客户需要在有限的时间内做出若干选择. 因此，本研究研究探讨了在快速休闲餐厅中，选择次数和时间压力对选择过载的影响，以及选择过载对顾客满意度的影响. 通过对371名全国消费者样本的高有效受访者的路径分析，发现感知的选择数量和时间压力增加了参与者的选择过载.此外，一旦客户被选择所淹没，他们对定制过程的满意度就越低. 值得注意的是，当顾客拥有高享乐或功利的餐厅价值时，选择超载对满意度没有负面影响.本研究为学者和从业人员更好地了解目前餐饮业大规模定制的趋势.

KEYWORDS:

• Customization
• number of choices
• time pressure
• choice overload
• fast casual restaurants
• satisfaction