The effects of the service environment on affect and consumer perception of waiting time: An integrative review and research propositions

The management of buyers’ perceptions of waiting time by service businesses may be critical to customer satisfaction. Although reducing actual waiting time is important, what managers view as a short time to wait may feel too long to customers. Relevant literature from architecture, environmental psychology, psychology, physiology, operations management, sociology, and marketing is integrated to build a conceptual model of how the service environment may influence affect and, in turn, waiting time perception. Based on this model, propositions about how specific service environment elements (e.g., lighting, color, temperature) may influence affect and time perception are presented. Finally, a research agenda and implications for service facility design are proposed. She received her Ph.D. from Texas A&M University. Her areas of interest include the retail/service environment, internal marketing, and service quality. She has published articles in theJournal of the Academy of Marketing Science, Journal of Retailing, andInternational Journal of Research in Marketing, among others. She received her Ph.D. from the University of Texas at Arlington. She formerly was in sales and marketing planning at IBM, where she was involved in bringing numerous products to market.