|M.Sc Student||Keren Kohn|
|Subject||The Effect of Filling Waiting Time on Customer's Reactions|
|Department||Department of Industrial Engineering and Management||Supervisor||Full Professor Rafaeli Anat|
This study examined the effect of filling the customers wait in line on their waiting experience. The prediction was that waiting in line while occupied with activities, and especially activities that are relevant to the forthcoming service would improve customer’s experience through two mechanisms: (1) Promoting the entry into the service process, and creating a sence of movement from a pre process wait to an in process wait; (2) Enhancing customers’ commitment to the receiving of the service. Ninety seven (97) undergraduate students waited in a queue simulating services of a travel agency. While waiting subjects were subjected to one of three experimental groups; (1) Waiting time filled with relevant activities; (2) Waiting time filled with irrelevant activities; (3) Waiting time not filled in any way. Dependant variables, whice included positive activity, negative activity, approach behaviors and service citizenship behaviors, were measured interactively while subjects were waiting in line. The results confirm a positive linear relationship between feelings of high positive activity and approach and service citizenship behavior tendecies. The relationship between high negative activity feelings and approach behavior tendencies was negative but not significant. It was also found that filling waiting time with activities has a singnificant effect on feeling of high positive activity. No significant difference was found between filling time with relevant activities or filling time with non-relevant activities. Also, the relationship between filling waiting time and approach and service citizenship behavior tendencies was mediated with high positive activity feelings. These findings confirm that filling the time customers are waiting for servic with activities can influence the nature of a service experience. The study could not demonstrate differential effects of different types of fillers; however, this may br due to the laboratory nature of the data collected and the simulated rather then real service experince. Implications for management and future research are discussed.