Worth waiting for: increasing satisfaction by making consumers wait |
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Authors: | Michael D Giebelhausen Stacey G Robinson Jr" target="_blank">J Joseph CroninJr |
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Institution: | (1) Department of Marketing and Tourism, Cornell University, Ithaca, NY, USA;(2) The College of Business, Department of Marketing, Florida State University, Rovetta Business Annex, Room 307, P.O. Box 3061110, Tallahassee, FL 32306-1110, USA;(3) Department of Marketing, Florida State University, Tallahassee, FL, USA;; |
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Abstract: | A truism in the marketing literature, and among many marketing practitioners, is that requiring consumers to wait negatively
impacts quality evaluations, purchase intentions and a range of other important outcomes. However, it is also true that consumer
waiting or queuing has historically been considered from an operations perspective. The present research takes a different
approach and examines waits in the context of their ability to function as a signal of quality. Four experiments demonstrate
a required wait can indeed signal quality to consumers and increase, rather than decrease, both purchase intentions and actual
experienced satisfaction. Three moderators of this effect are examined: preexisting knowledge, consumption motivations, and
the extent to which quality is difficult to objectively determine. The results suggest in situations where quality is important,
unknown or ambiguous, managers may increase consumer satisfaction by making consumers wait. |
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