Customers' perceptions and reactions in waiting lines: lessons from a contact service environment in a developing economy
by Alexander Appiah; Cosmos Benjamin Osei
International Journal of Services and Operations Management (IJSOM), Vol. 33, No. 2, 2019

Abstract: This study took interest in evaluating customers' perceptions in waiting lines, measured by time wastage, neglect and boredom and their innate reactions, measured by service abandonment intentions towards satisfaction, loyalty and reuse behaviour during and after service experience. We collected data from bank customers in five regions of Ghana. 251 out of 309 questionnaires distributed were returned and found usable for data analysis. Our findings reflect the banking industry of Ghana characterised by little service differentiation and similar customer characteristics across service firms. This study's findings validate extant works on service firms' focus on their specific business dimensions while relegating the customer.

Online publication date: Tue, 25-Jun-2019

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