顧客對等待時間之知覺研究

• Main Author: 張翠容
• Other Authors: 潘明珠
• Format: Others
• Language: zh-TW
• Published: 2000
• Online Access: http://ndltd.ncl.edu.tw/handle/21247989510860000108

碩士 === 中國文化大學 === 觀光事業研究所 === 88 === Waiting is a common phenomenon in daily life. For most customers, waiting for service is generally perceived to be a negative experience; and for business, having customers wait might lead to negative evaluations of service performance and image. Thus, how customer in queue are to be treated is important both for academia and service providers. This study intends to investigate the nature of waiting behavior among restaurant customers as well as the factor that influence their waiting experience. The specific purposes of this study are threefold: 1) to explore the impact of distraction on customers’ perceived waiting time and affective reactions; 2) to examine the correlation of customers’ perceived waiting time and affective reactions; and 3) to evaluate the effects of customers’ perceived waiting time and affective reactions on service evaluations. This study was conducted based on field experiments and questionnaires with both experimental group and a control group, with the service distraction (reading a magazine) being the treatment. This study was found that customers’ perception of waiting time and affective reactions were significantly different between experimental and control groups; customers’ perception of waiting time and affective reactions were statistically correlated; and customers’ perception of waiting time and affective reactions had significant effect on their service evaluations. The results of this study not only testifies the research framework of perceived waiting time developed in this study, but also provides suggestions for the restaurant industry to apply the strategy of “perception management” for improving service quality.