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Waiting lines as a marketing issue

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  • Kostecki, Michel

Abstract

Substantial amount of consumers' time is spent waiting in shops, super-markets, banks, law firms, and the like. Waiting lines may imply significant marketing costs and managers should know how to cope with them. The issue is particularly important in the marketing of services where the producer's capacity to provide services just in time and to deal with client insecurity are significant determinants of consumer satisfaction. This paper discusses the marketing concerns to which a waiting line is likely to give rise and deals with the techniques which may be used to minimize the detrimental impact of waiting on customers' perceptions of the service quality and the image of the service firm.

Suggested Citation

  • Kostecki, Michel, 1996. "Waiting lines as a marketing issue," European Management Journal, Elsevier, vol. 14(3), pages 295-303, June.
    • Handle: RePEc:eee:eurman:v:14:y:1996:i:3:p:295-303
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    Cited by:

    1. Hye Jin Sung & Hyun Young Kim & Meehee Cho, 2020. "How Can TV Food Programs Be Used as an Effective Restaurant Marketing Tool? An Extension of ELM with Perceived Risk," Sustainability, MDPI, vol. 12(17), pages 1-17, September.
    2. Ryan, Gerard & Hernández-Maskivker, Gilda-María & Valverde, Mireia & Pàmies-Pallisé, Maria-del-Mar, 2018. "Challenging conventional wisdom: Positive waiting," Tourism Management, Elsevier, vol. 64(C), pages 64-72.
    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. Kumar, Piyush & Dada, Maqbool, 2021. "Investigating the impact of service line formats on satisfaction with waiting," International Journal of Research in Marketing, Elsevier, vol. 38(4), pages 974-993.
    5. S. De Man & D. Vandaele & P. Gemmel, 2004. "The waiting experience and consumer perception of service quality in outpatient clinics," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 04/229, Ghent University, Faculty of Economics and Business Administration.

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