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Agarwal, Bhawna; Goel, Vinod; Ali, Safinah; Talukdar, Neeraj; Sorathia, Keyur

doi:10.1145/2676702.2676716

Cited by 1 publication

(1 citation statement)

References 10 publications

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“…Nevertheless, there is an implicit and predominantly linear interpretation of time in the marketing literature (Dacko, ) that is clearly reflected in the monochronic (Hall, ) interpretation of time in research on consumer waiting. Nonetheless, existing studies suggest that tolerance for delays is the outcome of cultural conditioning and that polychronic consumers tend to be less concerned with waiting in services than their monochronic counterparts (Rose et al ., ; Agarwal and Das, ).…”

Section: Literature Reviewmentioning

confidence: 99%

What is going on when nothing is going on? Exploring the role of the consumer in shaping waiting situations

Pàmies

Ryan

Valverde

2015

Int J Consumer Studies

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Research on waiting in services focuses mainly on the role of companies in waiting situations. Much of the existing research envisages the consumer as a passive victim of the delays caused by companies. This article redresses the imbalance in research on waiting by exploring the role of consumers in waiting situations. A qualitative methodology is used, involving data collection through in‐depth interviews and personal diaries, to facilitate an in‐depth analysis of consumers’ waiting experiences. Additionally, a holistic approach is employed with a view to examining the ‘whole’ waiting experience rather than individual or isolated aspects of waiting. The main finding of the study is that consumers play an active and deliberate role in waiting situations. This is the first study to empirically identify the behaviours and initiatives undertaken by consumers when forced to wait for services. The results suggest that consumers play an active role in organising and reducing the real or perceived waiting time. They actively seek information on the length and causes of the wait. And, on occasions, the consumer may also be the cause of the wait or may even increase the delay by their actions. In contrast to most of the existing research on the topic of waiting, this study adopt a qualitative, in‐depth approach, with a multicultural sample, and a focus on the consumer whose role in waiting has previously been overlooked.

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Section: Literature Reviewmentioning

confidence: 99%