They also serve who only stand and wait
McDonnell, John (2006) They also serve who only stand and wait. In Estelami, Hooman & Maxwell, Sarah (Eds.) Fordham University Conference on the Marketing of Financial Services 2006, 3-4 November, 2006, United States of America, New York.
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 different iates customers by the way they value time so that they can be segmented.
Pretests included focus groups which highlighted financial services and a pilot test were foll owed by a main sample
of 607 subjects. Structural equation modelling and
multivariate analysis of covariance were used for analysis.
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.
Two original approaches to a rapidly growing service marketing problem are identified.
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.
A new method of segmentation and a new environmental intervention are proposed .
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|Item Type:||Conference Paper|
|Keywords:||Waiting lines, queues, scent, music, time segmentation|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2006 (please consult author)|
|Deposited On:||07 Jul 2009 15:36|
|Last Modified:||05 Jan 2011 23:52|
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