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Title: The effect of delay type and service stage on consumers' reactions to waiting
Authors: Hui, Michael K.
Thakor, Micky
Gill, Ravi
Keywords: Consumers' reaction
Field theory
Anticipatory model
Service delivery process
Consumer behavior
Issue Date: Jul-1994
Series/Report no.: Marketing Working Paper Series ; MKTG 94.016
Abstract: This study the interaction effect of service stage (pre-process vs in-process stage) and delay type (procedural, correctional, and unknown) on consumers' reactions to waiting. Given a delay of particular duration, two different theories, field theory and anticipatory model, are introduced to explain the impact of service stage on perceived waiting time (subjective estimate of the length of the wait), waiting time evaluation (the perceived acceptability of the wait), and service evaluation. Results obtained from an experimental study confirm that delay type will determine consumers' reactions to delays occurring at the two different stages of the service delivery process.
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