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

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 studys 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. 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, URL: https://www.ijtsrd.com/papers/ijtsrd46312.pdf Paper URL: https://www.ijtsrd.com/home-science/food-science/46312/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