Music, scent and time preferences for waiting lines

Abstract

Purpose

Waiting for service by customers is an important problem for many financial services marketers. The purpose of this paper is to present a new approach proposing that customer evaluation of the service can be increased with an ambient scent. The paper also aims to identify a cognitive variable which differentiates customers by the way they value time.

Design/methodology/approach

Pre‐tests included focus groups which highlighted financial services and a pilot test of 105 subjects. These were followed by a main sample of 607 subjects. Structural equation modelling and multivariate analysis of covariance were used for analysis.

Findings

Two environmental interventions, music and scent, can increase customer satisfaction among customers kept waiting in a line and reduce queue rage.

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/value

A new environmental intervention for customers waiting in line and a potential new method of segmentation are proposed.

Citation

McDonnell, J. (2007), "Music, scent and time preferences for waiting lines", International Journal of Bank Marketing, Vol. 25 No. 4, pp. 223-237. https://doi.org/10.1108/02652320710754015