The influence of perceived overcrowding on customer satisfaction

Abstract of the study

The aim of this study is to develop and test an explanatory model of how perceived crowding and coping behavior influence customer satisfaction. This work contributes to the service management literature by:

1. Identifying key factors that influence the perception of crowding in an outdoor winter sports environment;
2. highlighting their influence on customer satisfaction; and
3. advocating the need for winter sports destination managers to overcome perceived overcrowding.

For the study design and methodology, a quantitative methodology was applied to investigate the relationship between customer demographics, coping mechanisms and customer satisfaction. This data is used to identify management issues to overcome perceived overcrowding. The results show that the theoretically developed and empirically tested model proves that perceived crowding in winter sports environments is influenced by various factors, such as the demographics of a customer. Perceived overcrowding leads to coping behavior, which in turn reinforces the perception of overcrowding among those affected.

Perceived crowding and coping behavior both negatively influence customer satisfaction in an outdoor winter sports environment. The most significant limitations of this study are the non-random sampling approach, the rather small sample size, the factors selected in the presented model and the type of services (outdoor experiences) investigated in this study. This study is the first to examine the constructs of crowding, coping behavior and visitor satisfaction for an outdoor winter sports environment. The results illustrate that overcrowding is an important construct for managers in the service sector that needs to be recognized and managed to avoid an increase in dissatisfied visitors.

Key findings of this study

• The perception of overcrowding is widespread and subjective. A majority of visitors perceive the ski slopes as crowded, with this perception being influenced by prior expectations.
• Demographic characteristics significantly influence the perception of overcrowding. Women feel significantly less comfortable on crowded slopes than men, and first-time visitors perceive overcrowding more strongly than returning guests. Older visitors (over 38 years of age) also perceive the slopes as overcrowded significantly more often than younger visitors.
• Perceived overcrowding triggers coping behavior that reinforces the perception. Visitors use coping strategies to avoid overcrowding, which paradoxically intensifies their own perception of overcrowding.
• The use of coping strategies correlates with lower customer satisfaction. Contrary to the original assumption, visitors who use coping techniques are significantly less satisfied with their vacation and the quality of the ski facilities.
• Overcrowding has a negative impact on customer satisfaction. Both the perceived overcrowding and the resulting coping behavior have a negative impact on visitor satisfaction.