A Conceptual Framework for Perceived Crowding in the Service Sector from the Lens of Psychological Reactance Theory

This study explores how perceived crowding affects customers in the service sector. A Semi-structured interview guideline was developed to assemble data from forty of banks and telecom franchises. Analysis research carried out by using qualitative software Atlas. The findings suggest that crowding, including social spatial impacts behaviour emotionally psychologically. They demonstrate altered when present a crowded environment. Further, it also found certain elements helped tolerate effects crowding; either types customers, environment/infrastructure, or Frontline Service Employees during attainment. Additionally, following assumptions theory psychological reactance, this proposed model for future empirical studies. Findings top management must consider impact produces on customers. Limitations directions theoretical practical implications are discussed.