Consumer Perception and Evaluation of Waiting Time: A Field Experiment |
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| Authors: | Gerrit Antonides Peter C. Verhoef Marcel van Aalst |
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| Affiliation: | 1. University of Cologne, Germany;2. State University of New York at Buffalo, USA;1. Department of Marketing, Rotterdam School of Management, Erasmus University, The Netherlands;2. Department of Psychology, The Ohio State University, United States;1. Department of Civil Engineering, Indian Institute of Technology Kanpur, India;2. Department of Civil Engineering, Indian Institute of Science Bangalore, India;1. University of Texas at San Antonio, 1 UTSA Circle, San Antonio, TX 78249-1644, USA;2. Imperial College Business School, Imperial College London, London SW7 2AZ, UK |
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| Abstract: | We varied telephone waiting times for a commercial service in 2 different experiments. In the 1st experiment, the telephone rate was either 0 or fixed at Dfl 1 (approximately $0.40) per minute. Consumer perceptions of waiting times could be described best by a psychophysical power function. Furthermore, wait evaluations were mainly influenced by the difference between the consumers’ acceptable and perceived waiting times. The negative effect of perceived waiting time on wait evaluations was increased by the monetary costs of waiting. In the 2nd experiment, the waiting times were filled in different ways: with music, queuing information, and information about expected waiting time. Information about the expected waiting time significantly reduced the overestimation of waiting time, although it increased the negative effect of perceived waiting time on wait evaluations. |
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