주제공원 내 대기행렬에 대한 고객의 인지시간과 실제시간의 차이분석에 관한 연구

권완우(Wan Woo Kwon) 한국호텔외식관광경영학회 2004 호텔경영학연구 Vol.13 No.2

The purpose of this study in waiting line at theme park is to research significant between recognizable waiting time and real waiting time by measuring user-waiting time. This study, using live experiment as a method of the study, examines firstly significant between recognizable time of playing facility user and real waiting time, secondly significant between recognizable time of group A, B(group A which has a chance to see a monitor and a counter group B) and real waiting time through TV monitor exposure and thirdly significant between recognizable time of group C, D(group C which has a chance to see an estimated waiting time sign and a counter group D) and real waiting time through an estimated waiting time sign. The study shows that there is significant between user`s recognizable waiting time about waiting time and real waiting time and that the longer waiting time is, the more necessary waiting management needs. In this study, even though the result is that short waiting time doesn`t affect user`s waiting recognition, waiting management is necessary. Finally, because this study is confined to waiting time measurement, further study that how waiting time affects other sections such as revisiting factor and satisfaction should be followed.

의료서비스의 대기시간 요인이 고객만족과 서비스 가치에 미치는 영향

김일권 ( Il Kwon Kim ),권창익 ( Chang Ik Kwon ),양종현 ( Jong Hyun Yang ),장동민 ( Dong Min Chang ) 한국병원경영학회 2010 병원경영학회지 Vol.15 No.3

One of the important complaint factors by the patients using medical institutions is various kinds of waiting time. This research is about the causal relationships among waiting time(application of waiting time, perceived of waiting time, fairness of waiting, explanation of the delay, acceptance possibility), service values, and customer satisfaction. The subjects for this study were 256 out-patients currently using seven general hospitals in the Busan area. The findings of the empirical analysis are as follows: First, the good application of waiting time or fair waiting time procedure didn`t actually affect perceived waiting time. Second, though the application of waiting time didn`t affect acceptance possibility, the fair procedure of waiting time had an affirmative effect on acceptance possibility. Third, even when there was enough explanation about the need to wait, it could shorten perceived waiting time but failed to get sufficient sympathy or agreement from the patients. Fourth, the possibility of acceptance following the sufficient sympathy of patients had an effect on shortening perceived waiting time. Fifth, perceived waiting time lowered customer satisfaction, but had no negative effect on service values. Finally, the ranges of acceptance possibility by the patients were found to increase customer satisfaction and maximize service values. In conclusion, every medical institution needs to focus on, first of all, shortening waiting time for more customer satisfaction and improved service values.

Effects of Perceived Waiting Time on Waiting Acceptability, Emotions and Satisfaction in Taiwanese Restaurants: Focusing on the Moderating Effect of Waiting Satisfaction

임이군,한영위 한국프랜차이즈경영학회 2021 프랜차이즈경영연구 Vol.12 No.2

Purpose: Waiting occured frequently in the service industry. Because waiting time is perceived as a loss by customers, perceived waiting time affects positive and negative responses to restaurants. If the waiting time is perceived as long, the waiting receptivity to accept the wait may also decrease. Therefore, restaurant stores need to increase waiting satisfaction so that customers can feel the waiting time shorter. Therefore, in this study, the effect of perceived waiting time and waiting satisfaction of customers visiting Taiwanese restaurant companies on waiting acceptability, emotions (positive and negative emotions) and satisfaction is investigated. Research design, data, and methodology: This study examines the structural relationship between perceived latency, waiting satisfaction, emotion, and satisfaction. To verify the purpose of this study, a research model and hypothesis were developed. The questionnaire items were modified and used according to the content of this study based on previous studies. All configurations were measured with multiple items tested and developed in previous studies. Data collected from 407 Taiwanese restaurant customers were analyzed using SPSS 22.0 and SmartPLS 3.0 programs. Confirmatory factor analysis was performed to measure the reliability and effectiveness of the measurement tool. Structural model analysis was performed to validate the study model. Results: The study results are as follows. Perceived waiting time was found to have a positive effect on negative emotions. In addition, it was found that waiting acceptability had a negative effect on negative emotions, and had a positive effect on positive emotions and customer satisfaction. Positive emotions were found to have a significant positive effect on customer satisfaction. Also, waiting satisfaction was found to have a positive effect as a moderating variable on the relationship between perceived waiting time and waiting acceptability. Conclusion: According to the results of this study, perceived waiting time was found to have a negative effect on eating out consumers. However, if the waiting time is satisfied, waiting time will increase the waiting time acceptability. Therefore, if customers are satisfied with the waiting environment by improving the quality of the waiting environment, it will be possible to establish a marketing *strategy* that stimulates the positive effect of the perceived waiting time.

미용서비스 이용자의 대기특성이 고객만족과 재방문의도에 미치는 영향

김미정 한국피부과학연구원 2011 대한피부미용학회지 Vol.9 No.2

There have been many studies regarding the waiting time as a marketing issue, however not much is about the effects of waiting on the satisfaction with its service. This study focuses on the investigation what influenced waiting time on customer satisfaction and revisit intention in service of beauty industry. In this situation, recently, it has been suggested that the management of waiting time is one of the sustainable competitive advantages. Based on previous literatures, this thesis proposes the structure about Perceived Waiting Time(disconfirmation of wait time expectation, transaction importance, waiting cost, controllability, fairness and waiting environment), Customer Satisfaction and Revisit Intention. The survey data has obtained from beauty service user. The purpose of this thesis is to find the impact of transaction importance, waiting cost, waiting environment on customer satisfaction. And the impact of customer satisfaction on revisit intention. In addition, this thesis suggests waiting environment as prior factor to customer satisfaction. There have been many studies regarding the waiting time as a marketing issue, however not much is about the effects of waiting on the satisfaction with its service. This study focuses on the investigation what influenced waiting time on customer satisfaction and revisit intention in service of beauty industry. In this situation, recently, it has been suggested that the management of waiting time is one of the sustainable competitive advantages. Based on previous literatures, this thesis proposes the structure about Perceived Waiting Time(disconfirmation of wait time expectation, transaction importance, waiting cost, controllability, fairness and waiting environment), Customer Satisfaction and Revisit Intention. The survey data has obtained from beauty service user. The purpose of this thesis is to find the impact of transaction importance, waiting cost, waiting environment on customer satisfaction. And the impact of customer satisfaction on revisit intention. In addition, this thesis suggests waiting environment as prior factor to customer satisfaction.

레스토랑의 대기 장소의 위치가 고객의 대기시간 지각에 미치는 영향

박은영 한국유통과학회 2019 유통과학연구 Vol.17 No.6

Purpose - Although an extensive body of research in psychology and marketing focuses on perceived waiting time, no research has examined the effect of the location of the waiting place on perceived waiting time. In particular, this study suggests that customers who are waiting in a restaurant may have different perceived waiting time depending on whether they are in close proximity to the service area (e.g., dining area) or farther from it. In particular, the author examines how and why the location of the waiting place affects the perceived waiting time of the consumer and reveals the mental simulation as its psychological mechanism. Research design, data, and methodology - This study conducted field surveys with customers waiting in real restaurants. Eighty-eight people participated under two conditions: a restaurant with a waiting place near the dining area and a restaurant with a waiting place far from the dining area. Participants responded to questions about perceived waiting time (the dependent variable), mental simulation (the mediator), and demographic variables. To verify the hypothesis, ANOVA and bootstrapping analysis were performed. Results - The major results from the field study are as follows. First, participants perceived wait time differently depending on the location of the restaurant’s waiting place: participants in the restaurant with a waiting place close to the dining area perceived significantly shorter waiting times. Second, the effect of the location of the waiting place on the perceived waiting time was mediated by mental simulation: the closer the wait location is to the dining area, the more imagination the customer exercises about the meal, which in turn distracts attention from time flow and shortens the perceived wait time. Conclusion - This study has a theoretical implication in that it extends research on perceived waiting time as the first study of how and why the location of a waiting place affects a customer’s perceived waiting time. It has a practical implication that can be used as a marketing tactics to improve the image of the service provider by changing the location of the waiting place.

고객의 이용 전 마음가짐과 대기 전념물의 콘텐츠가 지각된 대기시간에 미치는 영향

노태석,남인우 한국마케팅관리학회 2016 마케팅관리연구 Vol.21 No.4

This research was conducted based on issues and limitation of earlier studies on customer’s perception of waiting time. Significant numbers of researches were conducted to verify whether or when people tend to perceive less waiting time than actual waiting time, but the empirical evidences shows inconsistent results. Furthermore, most of studies focus on the external factors to the perception of the waiting time without addressing customer’s internal factors such as previous experience with the same service providers. In fact, customers not only have different purposes and motives to use a service, but they have different level of expectations and mid set for the service. Therefore, to adress the issue of perceived waiting time, we need to understand the impact of customer’s internal factors toward the waiting time and the contents of distracter that might ease the negative feeling from the waiting. This study focuses on following issues. First, we tried to verify whether customer’s mind-set (emotional versus utility maximization) prior to service does affect customer’s perception on the waiting time, emotional response from the waiting time, and the level of satisfaction during the waiting. Second, we aim to verify the effectiveness of distracter (emotional versus practical) that could activate or change the customers’ mind-sets during waiting time. In other words, we aim to investigate if we can develope more effective match between distracters and customer's mind sets. We believe that this research contributes to the service literatures and academics by suggesting a way to manage customer’s waiting time by implementing effective distracters in the service delivery process, which leads to improving perception of service quality eventually. 본 연구의 필요성은 기존 연구의 문제와 한계점에서 출발한다. 기존에 수행된 대기시간 지각 관련 연구들은 Maister(1985)의 직관적 제안에 그 이론적 근거를 두고 있다(차길수, 이수광 2009). 해당 연구들의 목적은 실제 대기시간에 대비한 지각된 대기시간의 과소추정이 실제로 이루어지는가의 여부였으나, 대부분의 연구들이 제시한 과소추정에 대한 실증적 근거는 일관된 결과를 내어놓지 못했다. 더 자세히는, 전념대상물의 콘텐츠에 대한 내용을 자세히 다루고 있지 않은 것 역시 잠재적인 문제점으로 제시되었다. 또한, 대부분의 관련 연구들이 고객의 대기시간에 영향을 미치는 외적 요인들과 그에 의한 대기시간 평가에 초점을 두고 있다. 실제로는 서비스 제공자가 제시하는 외적 자극뿐 아니라, 서비스 이용 전에 가지게 되는 고객의 내적 상태가 외적 요인들과 복합적으로 작용하여 지각된 대기시간, 즉 실제 대기시간에 대한 과대, 과소추정이 이루어진다는 것을 선행연구들에서는 제시하지 않고 있다. 실제로는 서비스 유형별로 그 서비스를 이용하러 가는 목적과 동기가 다를 뿐 아니라 다양한 기대수준을 가지고 이용 혹은 대기를 시작하게 된다. 그러나 지금까지의 선행연구들은 대기 현장에서의 외적 자극물이 고객의 지각된 대기시간에 미치는 영향을 주로 연구해 왔다. 이에 본 연구는 선행연구에서 제시하지 않았던 서비스 이용 전에 가지는 고객의 내적인 동기와, 전념대상물의 콘텐츠를 서비스 대기시간 연구에 적용하고자 한다. 구체적인 연구목적은 아래와 같다. 첫째, 서비스 이용고객이 어떤 마음가짐(mind-set; 정서적 vs 효용 극대화)으로 서비스를 이용하러 갔는가에 따라 발생한 대기시간에 대한 지각(perceived waiting time)과 대기만족(waiting satisfaction)에 차이가 나는지를 검증하는 것이다. 이에 앞서, 특정한 메시지의 제시가 이용 전 고객의 마음가짐을 점화할 수 있는지를 Liu and Aaker(2008)의 선행연구에 근거하여 우선적으로 검증하였다. 둘째, 대기시간 동안에 이용고객의 마음가짐을 활성화 혹은 전환할 수 있는 전념대상물(정서 vs 실용)에 대한 효과 검증이다. 특정한 마음가짐으로 서비스를 이용하러 갔다고 하더라도, 대기하는 동안 이를 활성화 혹은 전환할 수 있는 전념대상물의 고안은 분명 필요한 과정이다. 어떤 마음가짐의 고객들에게는 어떤 식의 전념물이 더 효과적인지를 복합적으로 검증하였다. 일반적으로 전념대상물 자체가 지각된 대기시간의 감소를 가져온다는 선행연구들은 존재하나, 전념대상물의 콘텐츠에 대한 내용을 다룬 연구는 부족한 편이다. 최근 Borges, Herter and Chebat(2015)의 연구에서 전념물의 콘텐츠에 대해 일부 다루고 있으나, 서비스 매장의 분위기와 잘 조화될 때 대기시간 감소와 대기 만족에 긍정적인 영향을 미친다는 정도의 결과를 제시하고 있다. 본 연구는 이에 더해, 매장의 분위기와 조화되나, 어떤 형식으로 소구하는 전념물의 콘텐츠가 제시될 때 그 효과가 더 긍정적인지를 연구하였다. 본 연구결과를 통해서 서비스 유형별 고객의 기대관리와 이를 통한 대기시간 간 제공되는 전념대상물의 고안을 통해 서비스 프로세스 개선과 이를 통한 고객의 서비스 품질지각에 시사점을 제공할 수 있다. 또한 서비스 기업의 광고 및 프로모션 전략과 실제 서비스 접점에서의 자극물을 이용한 대기행렬 관리에서의 연계성 있는 마케팅의 수행에 대한 논의를...

고객의 개인적 요소가 대기시간 경험에 미치는 영향에 대한 탐색적 연구

김주영,유보미 한국마케팅학회 2010 ASIA MARKETING JOURNAL Vol.12 No.1

서비스를 구매하기 위해 고객들은 자주 대기를 경험하게 된다. 고객은 대기로 인해 불만족을 느끼고 서비스 장소를 이탈할 수도 있기 때문에 서비스 제공자가 대기시간을 관리하는 것은 중요하다. 이를 위해 대기시간에 관한 연구가 다양하게 진행되어 왔다. 그 결과, 서비스 제공 단계별 대기시간 연구, 실제와 지각된 대기시간에 대한 연구, 대기를 경험하는데 영향을 미치는 대기환경과 대기정보 등 매개변수에 대한 연구, 고객의 특성에 따른 대기경험의 차이 연구 등을 통해 고객의 대기경험을 개선시키고자 하였다. 본 연구에서는 Hui and Tse(1996)가 제시한 고객의 행동적 메커니즘의 평가적 요소, 즉 지각된 대기시간, 대기수용정도, 대기에 대한 감정적 반응을 고객이 대기할 때 경험한다는 것을 바탕으로 서비스 제공자가 대기 시점에서 통제하기 어려운 고객의 개인적 요소들(고객충성도, 거래중요도, 대기기대수준)이 미치는 영향을 알아보기 위해 실제 대기상황(패밀리 레스토랑, 놀이공원)에서 탐색적 연구를 하였다. 두 번의 실험을 진행한 결과는 다음과 같다. 첫째, 레스토랑에서 조사한 결과, 고객의 거래중요도가 대기경험에 긍정적으로 미치는 영향이 큰 것으로 나타났다. 이는 레스토랑의 서비스 제공자가 고객의 거래중요도를 높일 수 있는 전략을 통해 고객의 이탈을 효과적으로 방지할 수 있음을 시사한다. 둘째, 놀이공원에서 조사한 결과는 거래중요도뿐만 아니라 고객충성도가 대기경험에 긍정적인 영향을 미치는 것으로 나타났다. 이를 통해, 놀이공원의 서비스 제공자는 지속적으로 고객충성도를 높일 수 있는 전략을 통해 필연적으로 발생하는 대기에 대한 고객의 불만을 최소화할 수 있음을 시사한다. 위의 연구결과는 서비스 장소의 특성에 따라 고객이 대기를 다르게 경험하기 때문에 서비스 제공자는 해당 서비스 장소에 따라 고객특성을 파악하여 이를 강화, 개선해 대기시간을 관리하는 것이 효과적일 수 있음을 시사한다. 셋째, 지금까지 대부분의 연구에서 조절적인 변수로 취급되었던 거래중요도, 대기기대수준 등의 고객 특성이 대기경험에 영향을 미치는 주요 독립 변수로 연구됨으로써 대기경험에 직접적인 영향을 미칠 수 있다는 것을 밝혔다. 즉, 획일화된 서비스전략이 모든 고객을 만족시키지 못하기 때문에, 고객의 개인적 요소들에 따라 대기경험에도 차이가 생길 수 있음을 감안한 마케팅 전략이 필요하다. 또한, 대기시간 연구에서 다루어지지 않았던 고객충성도가 대기경험에 미친다는 것도 알아내었다. 고객충성도는 중·장기의 긍정적인 서비스 경험에 의해 형성되는 것이기 때문에 누적되는 고객만족의 중요성을 위해 대기시간 관리에서 중요한 개념이라고 할 수 있다. 넷째, 실제 대기시간과 대기경험 간의 관계에서 지금까지 대기시간 연구들이 지각된 대기시간을 위주로 연구해왔으나, 실제 대기시간이 대기경험에 미치는 영향도 주목할 필요가 있다는 것을 밝혔다. 특히, 본 연구에서는 한계 대기시간과 함께 실제 대기시간의 영향력을 알아봄으로써, 동일한 실제 대기시간에도 개인이 느끼는 한계 대기시간에 따라 대기경험에 다양한 반응이 있음을 알 수 있었다. 마지막으로, 대기경험 간의 관계에 있어서도 Hui and Tse(1996)의 연구와 달리 고객은 대기시간을 지각하면, 이에 대한 수용여부를 결정하고, 대기상황에 대한 감정적 반응을 한다는 어느 정도의 ... Customers often experience waiting for buying service. Managing customers’ waiting time is im- portant for service providers since customers who are dissatisfied with waiting, secede from a service place at last. Not a few studies have been done to solve waiting time problem and improve customers' waiting experience. Hui & Tse(1996) identify evaluation factors in customers' behavioral mechanism as customers wait. That is, customers experience perceived waiting time, waiting acceptability and emotional response to the wait when they wait. Since customers evaluate the wait using these factors, service provider should manage these factors in order to minimize customers' dissatisfaction. Therefore, this study explores that evaluation factors of waiting are influenced by customers' situational and experiential characteristics, which include customer loyalty, transaction importance for customer and waiting expectation level. Those situational and experiential characteristics are usually given to service providers so they can’t control these at waiting point. The major findings derived from two exploratory studies can be summarized as follows. First, according to the result from the study 1 (restaurant setting), customers' transaction impor- tance has the greatest positive influence on waiting experience. The results show restaurant service provider could prevent customers' separation effectively through strategies which raise customers' transaction importance, like giving special coupons for important events. Second, in study 2 (amusement part setting) customer loyalty has large positive impact on waiting experience as well as transaction importance. This results show that service provider could minimize customers' dissatisfaction using strategies which raise customer loyalty continuously. This results show customer perceives waiting experience differently according to characteristics of service place and service itself. Therefore, service provider should grasp the unique customers' situational and experiential characters for each service and service place. It could provide an effective strategy for waiting time management. Third, the study finds transaction importance and waiting expectation level have direct influence customers' waiting experience as independent variables, while existing studies treated them as moderators. Customer loyalty which has not been incorporated in previous waiting time research is known to affect waiting experience. It suggests that marketing strategy which builds up customer loyalty for long period of time is also quite effective, compared to short term tactics to help customers endure waiting time. Fourth, this study reveals the importance of actual waiting time along with perceived waiting time. So far most studies only focus on customers' perceived waiting time. Especially, this study incorporates the concept of patient limit on waiting time to investigate effect of actual waiting time. The results show that there were various responses to the wait depending on how actual waiting time exceeds individual's patent limit on waiting time or not, even though customers wait about the same period of time. Finally, using structural equation model, conceptual path between behavioral responses is verified. As customer perceives waiting time, then she decides whether she can endure it or not, and then her emotional response occurs. This result are somewhat different from Hui & Tse(1996)'s study. The study also includes theoretical contributions as well as practical implications.

주의분산, 기다림의 이유, 시간 단서가 기다림 시간 추정에 미치는 영향

이고은(GoEun Lee),신현정(HyunJung Shin) 한국인지과학회 2012 인지과학 Vol.23 No.1

주의분산, 기다려야 하는 이유의 제공 여부, 그리고 시간 단서가 주관적 시간 판단에 미치는 영향을 검증해보기 위한 두 실험을 실시하였다. Maister(1985)[1]가 제안하는 기다림 경험의 특징에 근거하여 실험 1에서는 주의 분산과 기다리는 이유의 제공 여부의 효과를 전망적 추정법과 회고적 추정법으로 확인해 보았다. 전반적으로 객관적 시간에 비해 주관적 시간을 과대 추정하는 것으로 나타났으나, 주의분산 정도와 이유 제공 여부가 모두 유의한 차이를 초래하였다. 즉 주의분산이 적어 시간에 주의를 많이 기울일수록 그리고 이유를 제공하지 않을 때 주관적 시간을 더 길게 추정하였다. 그러나 두 변인 간의 상호작용은 없었으며, 추정법에 따른 차이도 없었다. 실험2에서는 기다리는 시간의 단서가 주어졌을 때 변인들의 효과를 검증하였다. 그 결과 실험 1과 마찬가지로 주의분산 정도와 이유 제공 여부가 유의한 차이를 보였고, 시간 추정법 간에도 유의한 차이가 나타났다. 특히 세 변인 간의 삼원 상호작용이 유의하게 나타났다. 종합적으로 두 실험의 결과는 기다려야 하는 이유가 명확할수록 비시간적인 정보에 주의를 많이 분산할수록, 추정하는 주관적 시간이 줄어드는 경향을 나타냈다. 그리고 시간흐름의 단서가 존재할 때 두 요인의 효과가 더 커지며 특히 회고적 추정에서 그러하였다. 마지막으로 기다림이라는 부정적 경험을 감소시킬 수 있는 방안과 추후 연구의 필요성을 논의하였다. Two experiments were conducted to verify how the factors of attentional dispersion, reason for waiting, and cue of time flow affect the perceived waiting time. In experiment 1, based on the characteristics of waiting experience that Maister(1985) suggested, levels of attentional dispersion and whether or not offering a reason for waiting were manipulated. Participants estimated elapsed time(the objective time was 10 minutes) using either prospective or retrospective estimation method. Overall results were that they overestimated the elapsed time regardless of the experimental conditions. However, both main effects of the attentional dispersion and the reason for waiting were statistically significant. That is, when attention was more dispersed and when the reason was given, overestimation of elapsed time was reduced. No difference was found between the two estimation methods, and none of the interaction was significant. Experiment 2 was a replication of Experiment 1 except that a cue of time flow was added by using scroll bar on a computer screen. Because it has been suggested that the cue can help us to manage the waiting time and result in differences between the two time estimation methods. The results showed that main effects of the attentional dispersion and the reason for waiting were significant as those in Experiment 1. In addition, main effect of time estimation method and the three-way interaction were also significant. None of two-way interaction was significant. That is, the perceived waiting time is much shorter in the retrospective method, and the effects of the attentional dispersion and the reason of waiting were dependent upon the estimation methods. Both experiments showed that offering a clear reason for waiting is more important than the attentional dispersion in reducing the perceived waiting time. Some implications of these results for the service industry and the future direction of research were discussed in the final section.

주차시간을 이용한 외래환자 대기시간 추정

송정흡,Song, Jung-Hup 한국의료질향상학회 1996 한국의료질향상학회지 Vol.2 No.2

Background : Theoretically as the waiting-time of patient is estimated in queueing, many men and much money are needed. But being the estimation of patient s waiting-time very important in hospital service, so the continuous monitoring of waiting-time is inevitable. To verify that the estimation of waiting-time using parking time is economical, effective and continuous monitoring method and to develop utilizing the method, this study was done. Method : In parking confirmation office, the personnel of parking office wrote parking confirm time, chart number and whether medical examination and treatment finish or not in parking ticket. The next day the parking tickets were gathered and the above data were input. The input parking data were connected with the hospital outpatient file indexing chart number. Then the patient' s data for department, new patient or not, reservation or not, receipt time and payment time were retrieved. The group for finishing medical treatment were compared with that for not finishing in average time lag between confirmation and out-time for hospital. And In-time for hospital, receipt time, payment and out-time for hospital were also analyzed. Result : Confirming parking ticket, the group for finished medical treatment left hospital after 7 minutes. This result showed that the patient for finished medical treatment left hospital immediately. So parking time was reasonable to estimation of hospital-time was concluded. The time for medical treatment, diagnosis and test was constant for all patients and short for waiting time, Then I concluded that the parking time was reasonable for estimation patient's waiting time. Overall patient's waiting time was 113 minutes and new patient's time was 149 minutes, old patient's times was 109 minutes. Waiting time for reservation patient was 98 minutes and for non reservation patient was 122 minutes. The time from hospital arrival to payment was 50 minutes for the group of reservation patient and 69 minutes for non-reservation group. The time from payment to hospital leaving was 51 minutes and 56 minutes for non reservation group. The short time difference between reserved group and not reserved group from payment to hospital leaving time was due to bottle neck effect. Conclusion : The estimation of patient's waiting time using parking time was reasonable because the possession of car was common and the time for medical treatment was equal and the patient after treatment left hospital immediately. Using this method, timely, fast evaluation and continuous monitoring of the intervention effect were possible.

대기공간 위치가 지각된 대기시간 및 기대 서비스 품질에 미치는 영향

박은영,이진화 한국유통경영학회 2019 유통경영학회지 Vol.22 No.3

Because service is difficult to store, and production and consumption occur at the same time, most service companies want to improve customer satisfaction and service quality through effective service waiting management. Prior studies on service waiting management have shown that perceived waiting time, which is felt more like the actual customer's waiting time, is more important, and that such perceived waiting time can vary depending on the various characteristics of each customer. It is also important to note that perceived waiting time influences satisfaction and service evaluation through the mediation of negative emotions. In other words, there are limitations that prior studies rarely paid attentions to identify strategical factors that can be used by firms. Therefore, this study focuses on the position of the waiting space as a factor that can strategically plan to manage the perceived waiting time. Therefore authors assume that the more far waiting space from service providing space, the longer waiting time customers perceive. And we expect that negative emotions mediate the relationship between perceived waiting time and expected service quality. In order to verify the research model, we conducted a questionnaire survey on customers in the family restaurants in the metropolitan area in Korea. The results have several theoretical implications that we revealed new antecedent variable and that we identify the effect of perceived waiting time on expected waiting time. Also, there is a practical implication that the service company proposed a waiting management strategy that can be applied in the field. 서비스는 저장이 어렵고 생산과 소비가 동시에 일어나는 특성 때문에 대부분의 서비스 기업은 효과적인 대기시간 관리를 통해 고객의 만족과 서비스 품질 평가를 제고하고자 한다. 서비스 대기 관리에 대한 선행 연구들은 실제 고객이 경험하는 대기시간보다 느껴지는 지각된 대기시간이 더 중요하며, 그러한 지각된 대기시간은 고객 개개인의 다양한 특성에 따라 달라질 수 있다고 밝혀왔다. 또한 지각된 대기시간이 감정이라는 매개를 통해 만족이나 서비스 평가에 영향을 준다는 경로를 확인하는 데에 중점을 두고 있어, 고객의 대기경험에 영향을 미치는 다양한 요인 중 기업이 전략적으로 활용할 수 있는 요인들을 규명하는 연구는 활발히 이루어지지 못하고 있다는 한계가 있다. 따라서 본 연구는 기업이 지각된 대기시간을 주도적으로 관리하기 위해 전략적으로 계획할 수 있는 요인으로서 대기 공간의 위치에 주목해 대기공간이 서비스 제공 공간과 멀수록 고객은 대기시간을 길게 지각하며, 이러한 인식은 부정적 감정을 형성하여 기대 서비스 품질을 낮게 평가하도록 할 것이라고 가정하였다. 연구모델 검증을 위해, 국내 수도권 소재 패밀리레스토랑 내방 고객을 대상으로 설문을 실시하였으며, 이를 활용한 검증 결과 연구모델의 가정이 모두 지지되었다. 이러한 연구결과는 서비스 대기관리 연구에 있어 지각된 대기시간을 조절하는 새로운 원인변수를 밝혀내었으며, 서비스 구매에서 매우 중요하게 여겨지는 서비스 구매 전 단계(pre-processing phase)에 중점을 두고 지각된 대기시간이 기대 서비스품질 에 미치는 영향을 확인하였다는 데에 이론적 의의가 있다. 또한 서비스 기업에게 현장에서 적용 가능한 대기시간 관리 전략을 제안하였다는 실무적 시사점을 가지고 있다.