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

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.