- Log In/Sign Up
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
ISSN : 1738-3110
The Effect of Location of Waiting Place on Consumers' Perceived Waiting Time in a Family Restaurant
Abstract
Purpose - Although an extensive body of research in psychology and marketing focuses on perceived waiting time, no research has examined the effect of the location of the waiting place on perceived waiting time. In particular, this study suggests that customers who are waiting in a restaurant may have different perceived waiting time depending on whether they are in close proximity to the service area (e.g., dining area) or farther from it. In particular, the author examines how and why the location of the waiting place affects the perceived waiting time of the consumer and reveals the mental simulation as its psychological mechanism. Research design, data, and methodology - This study conducted field surveys with customers waiting in real restaurants. Eighty-eight people participated under two conditions: a restaurant with a waiting place near the dining area and a restaurant with a waiting place far from the dining area. Participants responded to questions about perceived waiting time (the dependent variable), mental simulation (the mediator), and demographic variables. To verify the hypothesis, ANOVA and bootstrapping analysis were performed. Results - The major results from the field study are as follows. First, participants perceived wait time differently depending on the location of the restaurant's waiting place: participants in the restaurant with a waiting place close to the dining area perceived significantly shorter waiting times. Second, the effect of the location of the waiting place on the perceived waiting time was mediated by mental simulation: the closer the wait location is to the dining area, the more imagination the customer exercises about the meal, which in turn distracts attention from time flow and shortens the perceived wait time. Conclusion - This study has a theoretical implication in that it extends research on perceived waiting time as the first study of how and why the location of a waiting place affects a customer's perceived waiting time. It has a practical implication that can be used as a marketing tactics to improve the image of the service provider by changing the location of the waiting place.
- keywords
- Location of Waiting Place, Perceived Waiting Time, Mental Simulation, Family Restaurant
Reference
Addis, D. R., Wong, A. T., & Schacter, D. L. (2007). Remembering the past and imagining the future:Common and distinct neural substrates during event construction and elaboration. Neuropsychologia, 45, 1363-1377.
Antonides, G., Verhoef, P. C., & Van Aalst, M. (2002). Consumer perception and evaluation of waiting time: A field experiment. Journal of consumer psychology, 12(3), 193-202.
Baker, J., & Cameron, M. (1996). The effects of the service environment on affect and consumer perception of waiting time: An integrative review and research propositions. Journal of the Academy of marketing Science, 24(4), 338.
Bateson, J. E., & Hui, M. K. (1992). The ecological validity of photographic slides and videotapes in simulating the service setting. Journal of consumer research, 19(2), 271-281.
Becker, G. S. (1965). A Theory of the Allocation of Time. The economic journal, 493-517.
Bosmans, A., Pieters, R., & Baumgartner, H. (2010). The get ready mind-set: How gearing up for later impacts effort allocation now. Journal of Consumer Research, 37(1), 98-107.
Cameron, M. A., Baker, J., Peterson, M., & Braunsberger, K. (2003). The effects of music, wait-length evaluation, and mood on a low-cost wait experience. Journal of Business Research, 56(6), 421-430.
Carmon, Z., Shanthikumar, J. G., & Carmon, T. F. (1995). A psychological perspective on service segmentation models: The significance of accounting for consumers’ perceptions of waiting and service. Management Science, 41(11), 1806-1815.
Chen, X., & Kim, G. B. (2018). Relationships among Employees' Communication, Customers' Positive Emotions and Quality of Life in Service Industry. Journal of Distribution Science, 16(6), 85-96.
Dube-Rioux, L., Schmitt, B. H., & Leclerc, F. (1989). Consumers' reactions to waiting: When delays affect the perception of service quality. ACR North American Advances.
Elder, R., & Krishna, A. (2012). The visual depiction effect: Inducing embodied mental simulation that evokes motor responses. Journal of Consumer Research, 38(6), 988-1003.
Gilbert, D. T., & Wilson, T. D. (2007). Prospection:Experiencing the future. Science, 317, 1351-1354.
Gollwitzer, P. M. (1999). Implementation intentions: Strong effects of simple plans. American psychologist, 54(7), 493.
Gollwitzer, P. M., Heckhausen, H., & Steller, B. (1990). Deliberative and implemental mind-sets: Cognitive tuning toward congruous thoughts and information. Journal of personality and social psychology, 59(6), 1119.
Haksever, C. (2000). Service management and operations (Ed.). Pearson College Division.
Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. New York, NY: Guilford.
Hornik, J. (1984). Subjective vs. objective time measures:A note on the perception of time in consumer behavior. Journal of consumer research, 11(1), 615-618.
Hui, M. K., & Tse, D. K. (1996). What to tell consumers in waits of different lengths: An integrative model of service evaluation. Journal of Marketing, 60(2), 81-90.
Katz, K., Larson, B., & Larson, R. (2003). Prescription for the waiting-in-line blues entertain, enlighten, and engage. Oper Manag Crit Perspect Bus Manag, 2, 160.
Kim, Y. K. (2018). The Effects of Family Restaurant’s Social Servicescape on Positive Emotion and Voluntary Behavior, International Journal of Industrial Distribution & Business, 9(6), 65-76.
Kim, Y. T., & Oh, J. C․ (2010). Relationship between Waiting Service Management, Perceived Waiting Time and Service Quality in Family Restaurants. Korean Journal of Business Administration, 23(1), 23-40.
Koo, M., & Fishbach, A. (2010). A silver lining of standing in line: Queuing increases value of products. Journal of Marketing Research, 47(4), 713-724.
Larson, R. C. (1987). OR forum—perspectives on queues:Social justice and the psychology of queueing. Operations research, 35(6), 895-905.
Larson, R. C., Larson, B. M., & Katz, K. L. (1991). Prescription for waiting–in line blues: Entertain, enlighten and engage. Sloan Management review (winter), 32(2), 44-55.
Leclerc, F., Schmitt, B. H., & Dube, L. (1995). Waiting time and decision making: Is time like money?. Journal of Consumer Research, 22(1), 110-119.
Macrae, C. N., Christian, B. M., Golubickis, M., Karanasiou, M., Troksiarova, L., McNamara, D. L., & Miles, L. K. (2014). When do I wear me out? Mental simulation and the diminution of self-control. Journal of Experimental Psychology: General, 143(4), 1755.
Park, S. Y. (2008). The Relation among Store Crowding Shopping Emotions and Shopping Value. Journal of Distribution Science, 6(2), 61-79.
Park, Y. S. (2010). The effect of waiting time on service evaluation. Korean Marketing Review, 15(1), 1-25.
Pruyn, A., & Smidts, A. (1998). Effects of waiting on the satisfaction with the service: Beyond objective time measures. International journal of research in marketing, 15(4), 321-334.
Shortle, J. F., Thompson, J. M., Gross, D., & Harris, C. M. (2018). Fundamentals of queueing theory (Vol. 399). Hoboken, NJ: John Wiley & Sons.
Taylor, S. (1994). Waiting for service: The relationship between delays and evaluations of service. Journal of marketing, 58(2), 56-69.
Taylor, S. E., & Schneider, S. K. (1989). Coping and the simulation of events. Social cognition, 7(2), 174-194.
Yoon, S. W., & Kim, S. B. (2003). The Effects of Waiting Time on Service Quality Evaluation and Goodwill at Medical Service Encounter. Asia Marketing Journal, 5(1), 1-22.
Zakay, D. (1989). Subjective time and attentional resource allocation: An integrated model of time estimation. Advances in psychology, 59, 365-397.
Zhou, R., & Soman, D. (2003). Looking back: Exploring the psychology of queuing and the effect of the number of people behind. Journal of Consumer Research, 29(4), 517-530.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations