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- Title
What to Tell Consumers in Waits of Different Lengths: An Integrative Model of Service Evaluation.
- Authors
Hui, Michael K.; Tse, David K.
- Abstract
The authors conduct an experimental study to examine the impact of two types of waiting information--waiting-duration information and queuing information--on consumers' reactions to waits of different lengths. The authors test a model that includes three different constructs--perceived waiting duration, acceptability of the wait, and affective response to the wait--as mediators between waiting information and service evaluation. Results show that though acceptability of the wait and affective response to the wait have a significant mediating effect on the relationship between waiting information and service evaluation, perceived waiting duration does not. Moreover, neither type of information has significant impact in the short-wait condition, whereas waiting-duration information has greater impact than queuing information in the intermediate-wait condition and a smaller impact in the long-wait condition. The authors conclude with a discussion of research and managerial implications.
- Subjects
CONSUMER attitudes; WAITING period; CUSTOMER services; QUEUING theory; CONSUMERS; RESPONSE rates; CONSUMER behavior; TIME perception; MARKETING research
- Publication
Journal of Marketing, 1996, Vol 60, Issue 2, p81
- ISSN
0022-2429
- Publication type
Article
- DOI
10.1177/002224299606000206