Music, scent and time preferences for waiting lines

Abstract

Purpose
Waiting for service by customers is an important problem for many financial service marketers. Two new approaches are proposed. First, customer evaluation of the service is increased with an ambient scent. Second a cognitive variable is identified which differentiates customers by the way they value time so that they can be segmented.
Methodology
Pretests included focus groups which highlighted financial services and a pilot test were followed by a main sample of 607 subjects. Structural equation modelling and multivariate analysis of covariance were used for analysis.
Findings
A cognitive variable, the need for time management can be used, together with demographic and customer net worth data, to segment a customer base. Two environmental interventions, music and scent, can increase customer satisfaction among customers kept waiting in a line.
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 method of segmentation and a new environmental intervention are proposed.