MUSIC, SCENT AND TIME PREFERENCES FOR WAITING LINES

Abstract

Purpose Waiting for service by customers is an important problem for many financial services marketers. A new approach proposed is that customer evaluation of the service can be increased with an ambient scent. A cognitive variable is also identified which differentiates customers by the way they value time. Methodology Pretests included focus groups which highlighted financial services and a pilot test of 105 subjects. These were followed by a main sample of 607 subjects. Structural equation modelling and multivariate analysis of covariance were used for analysis. Findings Two environmental interventions, music and scent, can increase customer satisfaction among customers kept waiting in a line and reduce queue rage. Research implications Two original approaches to a rapidly growing service marketing problem are identified. Practical implications Service contact points can reduce incidence of “queue rage ” and enhance customer satisfaction by either or both of two simple modifications to the service environment or a preventive strategy of offering targeted customers an alternative. Originality A new environmental intervention for customers waiting in line and a potential new method of segmentation are proposed.

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