The customer’s perspective on waiting time in electronic marketing

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Hung-Yuan Lin
Ting-Yueh Chang
Cite this article:  Lin, H., & Chang, T. (2011). The customer’s perspective on waiting time in electronic marketing. Social Behavior and Personality: An international journal, 39(8), 1053-1062.


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From the perspective of range theory we explored whether or not consumer evaluation of waiting time depends on a comparison between the actual waiting time and the expected range of waiting time that is specified in the marketing communication. A 2 × 2 between-subjects design was employed, and evaluation of waiting time served as a critical dependent variable. Results indicated that consumers’ evaluation of waiting time was significantly different when they were advised of different ranges of waiting time guarantee. For the condition of 3-7 days of waiting time guarantee, participants’ evaluation of waiting time was significantly favorable because the actual number of waiting days was less than the maximum of 7 in the guarantee.

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