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Impact of process change on customer perception of waiting time: a field study

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  • Luo, Wenhong
  • J. Liberatore, Matthew
  • L. Nydick, Robert
  • B. Chung, Q
  • Sloane, Elliot

Abstract

Studies in process change have focused on the improvement of operational performance measures such as the actual waiting time of a service system. However, process redesign may not only change the actual waiting time but also have significant impact on perceived waiting time. We examine how process changes affect customer perceptions on waiting and customer satisfaction. We describe a field study in which customer waiting times, both actual and perceived, were measured and compared before and after a process change. Our results show that process changes can have significant impact on customer perception of waiting time as well as the actual waiting time. This study illustrates the benefit of piloting a proposed process change and measuring key process performance and customer assessment prior to implementation.

Suggested Citation

  • Luo, Wenhong & J. Liberatore, Matthew & L. Nydick, Robert & B. Chung, Q & Sloane, Elliot, 2004. "Impact of process change on customer perception of waiting time: a field study," Omega, Elsevier, vol. 32(1), pages 77-83, February.
    • Handle: RePEc:eee:jomega:v:32:y:2004:i:1:p:77-83
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    References listed on IDEAS

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    1. Hui, Michael K & Thakor, Mrugank V & Gill, Ravi, 1998. "The Effect of Delay Type and Service Stage on Consumers' Reactions to Waiting," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 469-479, March.
    2. Sheu, C. & Babbar, S., 1996. "A managerial assessment of the waiting-time performance for alternative service process designs," Omega, Elsevier, vol. 24(6), pages 689-703, December.
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    Cited by:

    1. van Ackere, Ann & Haxholdt, Christian & Larsen, Erik R., 2013. "Dynamic capacity adjustments with reactive customers," Omega, Elsevier, vol. 41(4), pages 689-705.
    2. Garaus, Marion & Wagner, Udo, 2019. "Let me entertain you – Increasing overall store satisfaction through digital signage in retail waiting areas," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 331-338.
    3. Borges, Adilson & Herter, Márcia Maurer & Chebat, Jean-Charles, 2015. "“It was not that long!†: The effects of the in-store TV screen content and consumers emotions on consumer waiting perception," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 96-106.
    4. Mohammadali Zolfagharian & Fuad Hasan & Golnaz B. Motie & Gregory D. Squires, 2020. "Perceptions of Home Insurance and Policy Directions: Comparing Mexican Americans and Non‐Hispanic White Americans," Journal of Consumer Affairs, Wiley Blackwell, vol. 54(2), pages 417-455, June.

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