Start Date
6-1-2011 2:30 PM
End Date
6-1-2011 3:45 PM
Track
2. Track 2 - Poster Session
Subject Area
Food Service
Faculty Member
Dae-Young Kim kimdae@missouri.edu
Abstract
With the assumption that waiting time is an important factor that directly influences customer satisfaction, this study employs an experimental design in a real restaurant setting to measure the effect of directs stimuli (i.e., offering menu information) on perceived waiting time. Specifically, the purpose of this study is to examine the effects of menu information as a method of distracting customers and reducing perceived waiting time. The test was conducted for three weeks under three manipulated conditions (i.e., music, no distraction, and offering menu information). The result of this study shows that there are significant mean differences between the conditions in terms of the gap score between perceived and actual waiting time. The research findings are anticipated to provide restaurant managers with some meaningful operational marketing strategies.
Keywords
waiting time, perceived waiting time, satisfaction, menu information.
The Effects of Offering Menu Information on Perceived Waiting Time and Customer Satisfaction: The Case of a Casual Dining Restaurant in Korea
With the assumption that waiting time is an important factor that directly influences customer satisfaction, this study employs an experimental design in a real restaurant setting to measure the effect of directs stimuli (i.e., offering menu information) on perceived waiting time. Specifically, the purpose of this study is to examine the effects of menu information as a method of distracting customers and reducing perceived waiting time. The test was conducted for three weeks under three manipulated conditions (i.e., music, no distraction, and offering menu information). The result of this study shows that there are significant mean differences between the conditions in terms of the gap score between perceived and actual waiting time. The research findings are anticipated to provide restaurant managers with some meaningful operational marketing strategies.