The study, published in the Journal of Consumer Psychology, found that people who felt more in control of their waiting experience were less likely to feel that the time dragged on. This was true even when the actual wait time was the same.
"We found that when people felt they had some control over their waiting experience, they were more likely to engage in activities that made the time pass more quickly, such as talking to others, reading, or working on a project," said Gavan Fitzsimons, an associate professor of marketing at Iowa State. "In contrast, people who felt less in control were more likely to focus on the negative aspects of waiting, such as feeling bored or restless."
The study also found that the relationship between control and waiting time was moderated by the perceived fairness of the wait. When people felt that the wait was fair, they were more likely to feel in control and less likely to experience negative emotions, regardless of the actual length of the wait.
"Our findings suggest that businesses can improve customer satisfaction by giving customers more control over their waiting experience," Fitzsimons said. "This could be done by providing customers with information about the expected wait time, allowing them to choose their own waiting area, or giving them the opportunity to engage in activities that will help pass the time."
The study's findings have implications for businesses of all types, including retailers, restaurants, and healthcare providers. By understanding how customers experience waiting time, businesses can take steps to make the wait more bearable and improve customer satisfaction.
"Waiting is an inevitable part of life, but our research shows that there are things that businesses can do to make it feel less like a waste of time," Fitzsimons said.
