Abstract
The purpose of this study is to explore the associations that potentially impact time perception of waitingcustomers. Using the constructs of servicescape, motivation, and conformity, the current study tries to figure outthe definite causal relationship among variables. Survey questionnaire was administrated to collect data from 335customers in Taiwanese food and restaurant industry. The results show that waiting motivation has significantlydirect effects on servicescape, conformity, time perception, and behavioral intentions. Furthermore, servicescapehas a significantly direct effect on behavioral intentions, and conformity has a significantly direct effect on timeperception. The findings indicate customers’ waiting motivation should be key factor to affect the full structuralmodel, specifically reference group influence, such as word-of-mouth from friends and media coverage.Suggestions and managerial implications are discussed in the study, and would provide contribution both to thebody of knowledge in the filed of marketing and mangers to improve quality of consumer relationship.
Highlights
1.1 Problem StatementCompeting in the age of changing global markets, time efficiency has been one of the determinants for companies to pursuit higher standard of quality and brilliant performance
The results show that waiting motivation has significantly direct effects on servicescape, conformity, time perception, and behavioral intentions
The current study considers servicescape, waiting motivation, and conformity as variables that would potentially have impact on time perception, as well as using behavioral intentions as service evaluation
Summary
1.1 Problem StatementCompeting in the age of changing global markets, time efficiency has been one of the determinants for companies to pursuit higher standard of quality and brilliant performance. That is to say, managing waiting customers in lines becomes an essential concern for companies to making marketing strategy because the potential loss of revenue and dissatisfied customers might result in unpredictable consequences. Previous work has put more efforts to discuss negative points of view of waiting situation (Mishalani, McCord, & Wirtz, 2006; Davis & Heineke, 1998; Taylor, 1995). Both researchers and marketers show growing interests in understanding improvement of complaining customers and fulfill requirements of customer satisfaction. It should be necessary to consider the cause associations of customers’ waiting consumption experiences and to examine effect relationships among underlying variables
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