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The Effect of Delay Type and Service Stage on Consumers' Reactions to Waiting

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  • Hui, Michael K
  • Thakor, Mrugank V
  • Gill, Ravi

Abstract

This study considers the interaction effect of service stage (conceptualized as the distance to the goal state of the service encounter) and delay type (procedural, correctional, and unknown) on consumers' reactions to waiting. Field theory suggests that the further away a delay occurs from the goal state of the service encounter, the more negative its impact will be on consumers. The anticipatory model, however, suggests that the direction of the impact should be the other way around. Results obtained from an experimental study confirm that the nature of the delay, in terms of whether it constitutes a threat to the successful completion of a task or not, moderates the impact of service stage (i.e., how close to the goal state the delay occurs) on consumers reactions to the wait. Copyright 1998 by the University of Chicago.

Suggested Citation

  • 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.
    • Handle: RePEc:oup:jconrs:v:24:y:1998:i:4:p:469-79
    DOI: 10.1086/209522
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    Cited by:

    1. Pons, Frank & Mourali, Mehdi & Giroux, Marilyn, 2014. "The density–satisfaction relationship revisited: The role of scarcity and consumers affective reactions in a crowded retail situation," Journal of Retailing and Consumer Services, Elsevier, vol. 21(1), pages 54-60.
    2. Zhou, Yuanyuan & Tsang, Alex S.L. & Huang, Minxue & Zhou, Nan, 2014. "Does delaying service-failure resolution ever make sense?," Journal of Business Research, Elsevier, vol. 67(2), pages 159-166.
    3. Pons, Frank & Giroux, Marilyn & Mourali, Mehdi & Zins, Michel, 2016. "The relationship between density perceptions and satisfaction in the retail setting: Mediation and moderation effects," Journal of Business Research, Elsevier, vol. 69(2), pages 1000-1007.
    4. 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.
    5. Cameron, Michaelle Ann & Baker, Julie & Peterson, Mark & Braunsberger, Karin, 2003. "The effects of music, wait-length evaluation, and mood on a low-cost wait experience," Journal of Business Research, Elsevier, vol. 56(6), pages 421-430, June.
    6. 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.
    7. 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.
    8. David Autissier & Armelle Glérant-Glikson & Joan Le Goff, 2000. "Service gagnant ! Comprendre l’essor des chaînes," Post-Print hal-03151451, HAL.
    9. Dyah Sugandini & Christin Susilowati & Argo Pambudi & Suranto Aw & Muafi & Mukarto Siswoyo, 2019. "The influence of self-control, time pressure, information alternatives, and stock out on consumption delay," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 7(1), pages 413-424, September.
    10. Michael Hui & Alan Tse & Lianxi Zhou, 2006. "Interaction between two types of information on reactions to delays," Marketing Letters, Springer, vol. 17(2), pages 151-162, April.
    11. Ken Butcher & Asad Kayani, 2008. "Waiting for service: modelling the effectiveness of service interventions," Service Business, Springer;Pan-Pacific Business Association, vol. 2(2), pages 153-165, June.
    12. Fabio Galeotti, 2013. "An Experiment on Waiting Time and Punishing Behavior," Economics Bulletin, AccessEcon, vol. 33(2), pages 1383-1389.
    13. Sandeep Chandukala & Sylvia Long-Tolbert & Greg Allenby, 2011. "A threshold model for respondent heterogeneity," Marketing Letters, Springer, vol. 22(2), pages 133-146, June.
    14. Duarte, Paulo & Costa e Silva, Susana & Ferreira, Margarida Bernardo, 2018. "How convenient is it? Delivering online shopping convenience to enhance customer satisfaction and encourage e-WOM," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 161-169.
    15. 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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