고객의 이용 전 마음가짐과 대기 전념물의 콘텐츠가 지각된 대기시간에 미치는 영향

초록

This research was conducted based on issues and limitation of earlier studies on customer’s perception of waiting time. Significant numbers of researches were conducted to verify whether or when people tend to perceive less waiting time than actual waiting time, but the empirical evidences shows inconsistent results. Furthermore, most of studies focus on the external factors to the perception of the waiting time without addressing customer’s internal factors such as previous experience with the same service providers. In fact, customers not only have different purposes and motives to use a service, but they have different level of expectations and mid set for the service. Therefore, to adress the issue of perceived waiting time, we need to understand the impact of customer’s internal factors toward the waiting time and the contents of distracter that might ease the negative feeling from the waiting. This study focuses on following issues. First, we tried to verify whether customer’s mind-set (emotional versus utility maximization) prior to service does affect customer’s perception on the waiting time, emotional response from the waiting time, and the level of satisfaction during the waiting. Second, we aim to verify the effectiveness of distracter (emotional versus practical) that could activate or change the customers’ mind-sets during waiting time. In other words, we aim to investigate if we can develope more effective match between distracters and customer's mind sets. We believe that this research contributes to the service literatures and academics by suggesting a way to manage customer’s waiting time by implementing effective distracters in the service delivery process, which leads to improving perception of service quality eventually.

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