Research On The Development And Application Of A Scale For Customers' Waiting Quality Of Service Industry

Nowadays, the academy has deeply researched for service quality, but service waiting quality management has been gradually focused on. Due to imbalance of service supplying and providing, during the process of service, customers' waiting cannot be avoided, and it has directly affected the whole service quality evaluation by customers. With deeply research for customers' waiting quality by academicians, they find that it is more important for customers at the aspect of perceived waiting quality, and the whole service quality evaluation is determined by such feeling. Thus, customers' perceived waiting quality should be paid more attention by service companies. But, for achieving this target must be have a good reliability and validity measurement tool.This research is based on reviewing relative papers on customers' waiting time and combines with the theory about psychology, and according to the procedures of Churchill marketing scale development, as well as based on the way of quantity research that includes papers analysis and focus group, to decide the original items of customers' perceived waiting quality scale. Moreover, the scale is purely deal with through pre-test. Next, an abundance of data has been received and analyzed, and it is decided that waiting quality scale dimensions and indexes, and they are tested by scale reliability and validity which get good result.Based on the scale development, this research discusses the difference for all the dimensions of customers' perception waiting quality with empirical study. In addition, it also discusses the relationship among customers' perceived waiting quality, emotion and behavior intention. Moreover, it discusses modulation effection between customers' perception waiting quality and overall evaluation. And the data is analyzed by SPSS and AMOS statistic soft, making use of the method of regression analysis; analysis of variance and Structural equation model to analysis above related suppose.This paper can provide an effective analysis measurement tool for companies' waiting management, find the current problems in waiting management and provide improvement method. Moreover, it also can provide measurement tool to further discussion on customers' perception waiting quality.