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The inevitable queue: exploring the impact of wait time at sporting events

Thomas Baker (Associate Professor of Marketing, Clemson College of Business and Behavioural Science, 234 Sirrine Hall, Clemson, SC 29634-0701, USA)
Scott A Jones (Assistant Professor of Marketing, School of Business Administration, Stetson University, 421 N. Woodland Blvd., Unit #8398, DeLand, FL 32723, USA)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 October 2011

Abstract

While the goal of almost any service provider is to eliminate wait from the consumption experience, there are a number of service environments where this ideal may be impractical, if not impossible, to deliver, among them live sport. Live sporting events often have queues at entry and exit gates, facility concessions and toilets. This study tests a model featuring antecedents not used in prior research on waiting. Findings suggest that facility layout features and waiting fill time both have a positive influence on spectators' feelings about a wait. Most interestingly perhaps, these same antecedents may also serve as a cue that long waits are likely.

Keywords

Citation

Baker, T. and Jones, S.A. (2011), "The inevitable queue: exploring the impact of wait time at sporting events", International Journal of Sports Marketing and Sponsorship, Vol. 13 No. 1, pp. 44-54. https://doi.org/10.1108/IJSMS-13-01-2011-B005

Publisher

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Emerald Group Publishing Limited

Copyright © 2011 by Winthrop Publications Limited