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Title: What should we tell customers in different waiting durations : behavioral mechanisms and service evaluation
Authors: Hui, Michael K.
Tse, David K.
Keywords: Consumer behavior
Time perception
Service delivery process
Waiting duration information
Queuing information
Consumers' reactions
Issue Date: Oct-1994
Series/Report no.: Marketing Working Paper Series ; MKTG 94.024
Abstract: This paper examines the effects of two types of information, waiting duration information (how long consumers will expect to wait) and queuing information (one's position in the waiting line), on consumers' reactions to waiting for services. An experimental study was conducted to examine three different variables: perceived wait duration, acceptability of the wait and affective response to the wait, as mediators between the two types of information and service evaluation. Results of the study show that the two types of information do not only reduce the uncertainty of the wait, but also facilitate the reappraisal of the wait as more acceptable to consumers. The latter effect also resulted in a cross-over effect of the two types of information on service evaluation with different lengths of wait.
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