Your life on hold: the effect of telephone waiting time on customer perception

Gail Tom · Yvette Zeng

44 citations0/0 files storedJournal of Direct Marketing

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Customer Service Quality and Loyalty Marketing and Advertising Strategies AI in Service Interactions

Abstract

Customer phone contact with companies is a service encounter that can turn out to be a liability if customers perceive their time on hold as too long or unenjoyable. This paper reports on two studies that demonstrated that different waiting conditions (silence, music, or choice of listening alternatives) affected customer-perceived waiting time and customer perception/satisfaction with the company.

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References

1990Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses 1995Customer Switching Behavior in Service Industries: An Exploratory Study 1991Perceived Control and the Effects of Crowding and Consumer Choice on the Service Experience 1994Waiting for Service: The Relationship between Delays and Evaluations of Service 1987OR Forum—Perspectives on Queues: Social Justice and the Psychology of Queueing 1984Subjective vs. Objective Time Measures: A Note on the Perception of Time in Consumer Behavior 1994The Effects of Filled Waiting Time and Service Provider Control over the Delay on Evaluations of Service 1990Hating to Wait: Managing the Final Service Encounter

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2009The mediating effects of brand music and waiting time updates on customers' satisfaction with a telephone service when put on‐hold 2020The Psychology of Queuing 2000The effectiveness of direct response radio commercials 2023Silence in the consumer experience: A conceptualization and research agenda 2012Effects of attentional dispersion, reason for waiting, and cue of time flow on the estimation of waiting time

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