Combating the Psychological Effect of Waiting in Line

An interesting and in-depth PhD dissertation by Gregory E. Opara-Nadi examined studies in retail environments that reveal a psychological effect that comes into play when customers spend more time than expected waiting in line. This “effect” creates a negative reaction toward the business. What’s more, he describes, the time spent waiting is important in forming the customers’ overall reaction toward the business. A 1992 study (Romsey) found that a majority (80-90 percent) of customers would change to another retailer just to experience shorter checkout queues. Recognizing the importance of a speedy and efficient queue, businesses have long sought solutions to improve the waiting process. From early systems of “counting” customers in line to various checkout systems designed to improve the efficiency of the queue, as well as a plethora of other technology, businesses have put a lot of time and energy into solving the waiting line problem.

What’s a business to do about the reality of waiting?

The solution to combating this psychological effect of waiting in line lies in addressing both the perception and the reality of the wait. Thankfully, there are solutions to address both, benefiting business and customer alike. Queue management systems are being used today to address waiting line issues in a more automated, still personal manner. From queue monitoring to virtual queuing and digital signage, businesses are addressing both the actual wait time and the perception of the wait by making queues more efficient and the time spent in the queue more enjoyable. The result? Happier customers and a more profitable business.