Abstract
The purpose of this research was to evaluate the influence of waiting time on service quality and customer satisfaction. The surveys were distributed to customers in a cafeteria at a large northeastern university to measure service quality, customer satisfaction, expected reasonable waiting time, and perceived waiting time. Arrival rate and service times were collected to simulate actual waiting time. The results showed that when customers' expected reasonable waiting time was longer than perceived waiting time, the discrepancy between expected reasonable waiting time and perceived waiting time influenced service quality and customer satisfaction. The results also showed that negative correlations existed between simulated actual waiting time and customer perceptions of service quality.
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