The Empirical Research On Influential Elements Of Service Quality Judgment In High-Cost Wait Experience

With the service economy arrival, more and more enterprises began to focus on service, and service quality has been considered as its Competition breakthrough of differentiation advantage. Customer’s wait-length evaluation and mood responding to wait are two basic elements affecting service quality judgment in the past study, clearer waiting duration information (expected waiting time) has been considered to be an effective regulatory measure. But a study found that wait-length evaluation has no significant direct influence on the service quality judgment in a low-cost wait situation. In order to complement the conclusion that effects of wait-length evaluation, mood and waiting duration information on service quality judgment in different wait-cost situation, this study use empirical research method to explore this three factors affecting service quality judgment in high-cost wait experience, hoping to provide certain theoretical support for waiting management of service organizations.By combing research on waiting for service, the cost of customer’s time, the service quality judgment, puts forward six research hypotheses in this study. In the basis of referencing previous scale, formed wait-length evaluation, waiting cost, waiting mood, and service quality judgment questionnaire. Through two scene simulation experiments in high-cost wait situation with waiting duration information as its control variable, examined the effects of wait-length evaluation and mood on service quality judgment, the role of waiting duration information in high-cost wait situation.Experimental results show that in the high-cost wait situation:(1) Wait-length evaluation has a significant negative effect on service quality judgment;(2) Waiting mood has a significant positive effect on service quality judgment, but it also has a significant negative effect on wait-length evaluation;(3) Waiting duration information has no significant influence to service quality judgment, waiting mood and wait-length evaluation.Finally, combined with this research conclusion, proposes this research innovation points and limitation; and points out future research direction.