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| Author: | Kumar, P. |
| Title: | The impact of waiting time guarantees on customers' waiting experiences |
| Journal: | Marketing Science
1997 : VOL. 16:4, p. 295-314 |
| Index terms: | GUARANTEES CUSTOMERS QUALITY |
| Language: | eng |
| Abstract: | Customers often have to wait during the process of acquiring and consuming many products and services. These waiting experiences are typically negative and have been known to affect customers' overall satisfaction with the product or service. To better manage these waiting experiences, many firms have instituted a variety of programs not only to reduce the actual duration of the wait but also to improve customers' perceptions of it. In this paper, the authors examine the impact of one such initiative, namely, the institution of a waiting time guarantee, on customers' waiting experiences. |
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