New approaches to customers waiting for service : the application of sensorial and target marketing

John Joseph McDonnell

    Research output: ThesisDoctoral Thesis

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    Abstract

    [Truncated] Time pervades every aspect of consumer behaviour yet we seem to remain unaware of its significance. The service sector dominates modern economies, yet basic characteristics of services mean that queues or waiting lines cannot be avoided. This is also a substantial problem for manufacturers, which have had to turn increasingly to the service side of their business to differentiate themselves. Consumers in a modern society have been becoming less tolerant of waiting and of firms that are perceived to "waste" the consumer's time. There are more time pressed demographic groups today than a generation ago. Even for those groups who have more free time today than a generation ago, they perceive that they have less time. Previous research on waiting by marketers has generally assumed that the negative effects of waiting are the same for all customers and all customers are treated alike. If some customers react differently to waiting based on the value that they place on their time, how do we identify them and what are the implications?
    Original languageEnglish
    QualificationDoctor of Philosophy
    Awarding Institution
    • The University of Western Australia
    DOIs
    Publication statusUnpublished - 2002

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