The influence of colour of lighting on customers’ waiting time perceptions

Abstract

Customers’ waiting time is one of the most important determinants of service quality perceptions and their overall satisfaction with a particular service. This study aims to investigate the influence of colour of lighting on customers’ waiting time period perceptions. Based on a study with 68 participants, it was determined that the perception of the length of the waiting time before the delivery of food in a restaurant showed significant differences according to the colour of the lighting in the service environment. When the colour of lighting in the restaurant was green, the customers perceived the waiting period relatively shorter.

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