Abstract
Past research on the customer waiting experience tended to focus on two primary areas, namely managing the wait and managing the perception of the wait. Very few studies conducted in-depth analysis and discus¬sion of how external environmental factors affect the experience of customer waiting, which it was also viewed as a negative factor that decreases customer satisfaction toward service. However, in reality, the waiting experience can be positive as a result of certain environmental factors, and subsequently increases customer satisfaction toward the service. This study aimed to further examine the potential influencing factors arising from the servicescape during the customer waiting process, and the interaction between the servicescape and customers during their wait time. This paper is based on the causal feedback loop. A system dynamics perspective was applied to construct a conceptual systems model showing the interaction between the servi¬cescape and the customer waiting experience.
Highlights
In recent years, the output value of the food and beverage service industry and the number of food service workers have been increasing, indicating that today’s society has moved into a service and consumer oriented era
As evident from Diagram 1 in this research, in an overall servicescape, the waiters, accompanying consumers and service environment respectively defined in the actor, audience and setting categories are positive feedback mechanisms for the consumer, and they positively reinforce the general waiting mood of the consumer
From the above servicescape and customer waiting experience interaction system model constructed from empirical analysis, it is apparent that the final waiting experience of consumers is in effect the total accumulation of interactions between the consumers and all intangible and tangible factors they experienced while waiting to dine, and the resulting impact of these interactions
Summary
The output value of the food and beverage service industry and the number of food service workers have been increasing, indicating that today’s society has moved into a service and consumer oriented era. The subject of waiting has always been a mainstream area of study in the field of service management research (Katz, Larson and Larson 1991). As such, improving and increasing the speed of service and offering appropriate customer wait times have become very important issues in service management. Studies on waiting management can be divided into two main areas, namely “managing the wait” and “managing the perception of the wait” (Katz, et al, 1991). Attempts are made to reduce the customer wait time through optimizing or controlling internal operational procedures. Businesses will generally control operational procedures to reduce customer wait time. In many service industries, because of the difficulty in controlling the actual wait time, attempts can be made to control consumer perception and the experience of waiting
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