Closing the gap between perceived and actual waiting times in a call center: results from a field study

Abstract

PurposeThe purpose of this paper is to investigate what factors influence the gap between caller's perception of how long they think they waited and how long they actually waited on hold and to determine what call managers can do to reduce this gap called estimation error.Design/methodology/approachA field experiment was conducted with a corporation's call center.FindingsThe findings were: the higher the estimation error of callers, the less satisfied they are; music increases estimation error, unless callers can choose the music; waiting information reduces estimation error; callers with urgent issues have more estimation error and they overestimate more; and females have higher estimation error and they overestimate more than males.Research limitations/implicationsLimitations are one call center in one context. Implications are identification of antecedents of overestimation.Practical implicationsThe paper provides guidelines for call center managers for reducing estimation error and increasing caller satisfaction. It discusses the need for understanding callers and measuring items that are important to them.Originality/valueThe study investigates an under researched variable called estimation error. Study also provides information about some of the causes for why consumers overestimate or underestimate their waiting time. Study provides guidelines from an actual call center and discusses variables that managers can easily use to decrease estimation error and overestimation.

“It was not that long!”: The effects of the in-store TV screen content and consumers emotions on consumer waiting perception

“…Bennett, 1998a;Baker and Cameron, 1996;Durrande-Moreau, 1999;Eroglu et al, 2005;Katz et al, 1991;Oakes and North, 2008;Whiting and Donthu, 2009). Retail environment distracters increase mental activity, distracting the attention from the passage of time (Katz et al, 1991;Van Riel et al, 2012;Zakay, 1989;Zakay and Hornik, 1991).…”

“…Kellaris and Mantel, 1996;Pruyn and Smidts, 1998). Moreover, consumers tend to overestimate the objective time when they are in a waiting situation (Katz et al, 1991;Pruyn and Smidts, 1998;Whiting and Donthu, 2009). In these situations, consumers think they wait longer than they actually do (Whiting and Donthu, 2009).…”

“…For instance, research shows that music can distract consumers' attention from the passage of time (Hui et al, 1997;Oakes, 2003;Whiting and Donthu, 2009;Zakay and Hornik, 1991). Therefore, retail environment distracters may divert consumers' attention to time, reducing their perceived waiting time.…”

“…Oakes, 2003;Stratton, 1992;Whiting and Donthu, 2009). Milliman (1982Milliman ( , 1986 introduced music in restaurants and supermarkets and showed that it is possible to reduce perceived waiting time by playing fast tempo music.…”

“…Moreover, consumers tend to overestimate the objective time when they are in a waiting situation (Katz et al, 1991;Pruyn and Smidts, 1998;Whiting and Donthu, 2009). In these situations, consumers think they wait longer than they actually do (Whiting and Donthu, 2009). For example, Oakes (2003) indicates that students waiting in a line to register for undergraduate courses overestimate their waiting time.…”