The Impact Of Waiting For The Role Of Customer Value Factors

Customer value is considered as an important source of improving the consumerloyalty and keeping lasting competence of a company. Consumers achieve customer valueby consuming. Since waiting happens in consuming process frequently, in this thesis wewill discuss mainly how waiting influences customer value and its influencing factors.Some western researchers have found that waiting has negative effects. Waiting canevoke negative emotions of consumers, and these negative emotions may have effects onconsumer value. Based on the former studies, three factors which may influence thenegative emotions of consumers are introduced: controllability of waiting causations,stability of waiting causations and richness of filled time. According to the waitingexperience model established by Taylor (1994), we proposed a customer value modelinfluenced by negative emotions. This model consists of three components, which areinput variables (controllability of waiting causations, stability of waiting causations andrichness of filled time), intermediate variable (negative emotions) and output variable(customer value). Statistical analysis of the data collected from questionnaire surveyhelps us to make the following conclusions:1. Consumer's negative emotion due to waiting influences customer valuenegatively;2. There is a strong positive correlation between controllability of waitingcausations and negative emotion;3. There is a strong negative correlation between richness of filled time andnegative emotion.Finally, on the basis of the results analysis, we proposed several useful suggestionsfor management practice.