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Moderating the Relationships Among Perceived Waiting Time, Anger, and Regret

Michigan State University

Julie Baker

M.J. Neely School of Business

Brian L. Bourdeau

Auburn University

E. Deanne Brocato

Iowa State University

J. Joseph Cronin, Jr

Florida State University

When consumers have to wait, the service delivery process is frequently compromised. The literature suggests that reducing waiting time is beneficial, but for service firms faced with scarce resources this is not always an option. As an alternative strategy, this study identifies and tests the mitigating effects of three factors that moderate the waiting time—anger and waiting time—regret relationships. Results show that in four service industries, affective commitment, perceived justice, and physical environment quality affect negative evaluations of a service experience and attenuate the effects of waiting time on both anger and regret. The authors discuss implications for researchers and service marketers in light of the results.

Key Words: waiting time • moderation • physical environment • justice • regret • commitment • anger

This version was published on November 1, 2009

Journal of Service Research, Vol. 12, No. 2, 138-155 (2009)
DOI: 10.1177/1094670509336744


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