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Impact of Process Change on Customer Perception of Waiting Time

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Omega 32 (2004) 77 – 83 www.elsevier.com/locate/dsw

Impact of process change on customer perception of waiting time: a ÿeld study
Wenhong Luo∗ , Matthew J. Liberatore, Robert L. Nydick, Q B. Chung, Elliot Sloane
Department of Decision and Information Technologies, College of Commerce and Finance, Villanova University, Villanova, PA 19085, USA Received 7 February 2002; accepted 26 September 2003

Abstract Studies in process change have focused on the improvement of operational performance measures such as the actual waiting time of a service system. However, process redesign may not only change the actual waiting time but also have signiÿcant impact on perceived waiting time. We examine how process changes a ect customer perceptions on waiting and customer satisfaction. We describe a ÿeld study in which customer waiting times, both actual and perceived, were measured and compared before and after a process change. Our results show that process changes can have signiÿcant impact on customer perception of waiting time as well as the actual waiting time. This study illustrates the beneÿt of piloting a proposed process change and measuring key process performance and customer assessment prior to implementation. ? 2003 Elsevier Ltd. All rights reserved.
Keywords: Customer satisfaction; Field study; Perceived waiting time; Process change; Waiting line

1. Introduction Process changes can bring about improvements in the operational performance measures such as average waiting time. However, customer satisfaction may not be realized from such improvements if they are not perceived by the customers. In this study, we examine the e ects of process change on perceived waiting time and customer satisfaction. Our study shows that process changes can have signiÿcant impact on customer perception of waiting time. In any

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