|M.Sc Student||Leshem Weiss Yael|
|Subject||The Effect of Waiting Time Information and Subjective Goal|
Importance on Customer Satisfaction :A Field Study
in a Costomer Service Call Center
|Department||Department of Industrial Engineering and Management||Supervisor||Professor Anat Rafaeli|
|Full Thesis text - in Hebrew|
The study to be presented aimed at understanding the impact of waiting duration information and the importance of the service desired on customer reactions and satisfaction with a telephone queue. Data collected also attempted to unravel the psychological mechanisms at the core of this connection, predicting three possible mechanisms: perception of time in the queue; sense of progress in the queue, and perceived control while waiting in the queue. In a field study held in an Israeli call center, a quasi-experiment was conducted. Of approximately 197 customers, 107 received information about the expected wait interspersed with music. The other 92 heard only music. When the queue ended, immediately prior to receiving service, all customers were asked a series of questions about their feelings and assessments of the wait experience. Customers who received duration information reported more positive evaluations of the wait than customers who had not been provided that information, but the importance of the service for which people allegedly waited was not found to make any difference for the reactions. From the three proposed psychological mediating mechanisms sense of control emerged as the only significant mediator between the presence of waiting time information and customer satisfaction. The study provides insight for the management and design of telephone queues as well as theoretical insights into critical cognitive processes that underlie customer reactions to telephone waiting.