Perceived idle wait and associated emotional discomfort: An analysis of retail waiting experience
Waiting involves both cognition and emotions. It has a bearing on the overall perception of retail service quality. The advancement in retailing has triggered scholarly conversations on the psychological impact of waiting at the retail checkout. Prior studies confirm customers being deeply involved...
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| Format: | Article |
| Language: | English |
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LLC "CPC "Business Perspectives"
2022-01-01
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| Series: | Innovative Marketing |
| Subjects: | |
| Online Access: | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/16043/IM_2022_01_Hawaldar.pdf |
| _version_ | 1818943511645388800 |
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| author | Vinish P Prakash Pinto Iqbal Thonse Hawaldar |
| author_facet | Vinish P Prakash Pinto Iqbal Thonse Hawaldar |
| author_sort | Vinish P |
| collection | DOAJ |
| description | Waiting involves both cognition and emotions. It has a bearing on the overall perception of retail service quality. The advancement in retailing has triggered scholarly conversations on the psychological impact of waiting at the retail checkout. Prior studies confirm customers being deeply involved in the passage of time and time estimation during the entire waiting period. This study investigates the customer idle time and its implication on emotional discomfort resulting from crowding stress. The study employed confirmatory sampling wherein specific sample elements are chosen since they are the key respondents to confirm hypotheses being tested. Accordingly, 385 respondents (shoppers) visiting the leading organized retailers located in major localities in Bengaluru were approached. The responses were analyzed using a Chi-squared test and Pearson correlation. The outcome reveals that irrespective of age and gender, customers visiting the offline retail outlets experience emotional discomfort. The young customers aged 18-30 dislike waiting in the queue at the checkout compared to older customers. In contrast, gender did not affect the inclination to wait. The idleness during the checkout waits causes emotional discomfort on most occasions. The findings supplement the growing research in psychology on the actual and perceived consumption of time, focusing on idleness. The study concludes that customers desire to avert an unproductive use of time, thus lowering their emotional discomfort. |
| first_indexed | 2024-12-20T07:28:30Z |
| format | Article |
| id | doaj.art-2765d1b5dc574251bbaff355fe7d5700 |
| institution | Directory Open Access Journal |
| issn | 1814-2427 1816-6326 |
| language | English |
| last_indexed | 2024-12-20T07:28:30Z |
| publishDate | 2022-01-01 |
| publisher | LLC "CPC "Business Perspectives" |
| record_format | Article |
| series | Innovative Marketing |
| spelling | doaj.art-2765d1b5dc574251bbaff355fe7d57002022-12-21T19:48:28ZengLLC "CPC "Business Perspectives"Innovative Marketing1814-24271816-63262022-01-0118111110.21511/im.18(1).2022.0116043Perceived idle wait and associated emotional discomfort: An analysis of retail waiting experienceVinish P0https://orcid.org/0000-0002-5009-3343Prakash Pinto1https://orcid.org/0000-0001-8168-9679Iqbal Thonse Hawaldar 2https://orcid.org/0000-0001-7181-2493Assistant Professor, Department of Business Administration, St Joseph Engineering CollegeProfessor, Department of Business Administration, St Joseph Engineering CollegeProfessor, Department of Accounting & Finance, College of Business Administration, Kingdom UniversityWaiting involves both cognition and emotions. It has a bearing on the overall perception of retail service quality. The advancement in retailing has triggered scholarly conversations on the psychological impact of waiting at the retail checkout. Prior studies confirm customers being deeply involved in the passage of time and time estimation during the entire waiting period. This study investigates the customer idle time and its implication on emotional discomfort resulting from crowding stress. The study employed confirmatory sampling wherein specific sample elements are chosen since they are the key respondents to confirm hypotheses being tested. Accordingly, 385 respondents (shoppers) visiting the leading organized retailers located in major localities in Bengaluru were approached. The responses were analyzed using a Chi-squared test and Pearson correlation. The outcome reveals that irrespective of age and gender, customers visiting the offline retail outlets experience emotional discomfort. The young customers aged 18-30 dislike waiting in the queue at the checkout compared to older customers. In contrast, gender did not affect the inclination to wait. The idleness during the checkout waits causes emotional discomfort on most occasions. The findings supplement the growing research in psychology on the actual and perceived consumption of time, focusing on idleness. The study concludes that customers desire to avert an unproductive use of time, thus lowering their emotional discomfort.https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/16043/IM_2022_01_Hawaldar.pdfconsumer psychologycrowding stressemotional discomfortfood and groceryidle waitretail checkout |
| spellingShingle | Vinish P Prakash Pinto Iqbal Thonse Hawaldar Perceived idle wait and associated emotional discomfort: An analysis of retail waiting experience Innovative Marketing consumer psychology crowding stress emotional discomfort food and grocery idle wait retail checkout |
| title | Perceived idle wait and associated emotional discomfort: An analysis of retail waiting experience |
| title_full | Perceived idle wait and associated emotional discomfort: An analysis of retail waiting experience |
| title_fullStr | Perceived idle wait and associated emotional discomfort: An analysis of retail waiting experience |
| title_full_unstemmed | Perceived idle wait and associated emotional discomfort: An analysis of retail waiting experience |
| title_short | Perceived idle wait and associated emotional discomfort: An analysis of retail waiting experience |
| title_sort | perceived idle wait and associated emotional discomfort an analysis of retail waiting experience |
| topic | consumer psychology crowding stress emotional discomfort food and grocery idle wait retail checkout |
| url | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/16043/IM_2022_01_Hawaldar.pdf |
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