The Effect Of Consumer Emotion In Waiting Banking Services On Customer Satisfaction

It is very common to queue up in bank to wait for the service, and it would cost the most of service time. According to<The report of customer satisfaction index on the bank service in China>, it is said that about78.2%of customers have to queue in the waiting for service in banks, and less than1%of customers don’t queue for service.There are plenty of reasons to wait in a line. From the economics perspective, waiting in a line may increase the customers’satisfaction of commodities, and raise the value of commodities, but waiting actually lead to customers’ psychological and financial negative experiences (Seawright and Sampson,2007), from the angle of customer, waiting make them to feel the loss of resource and the increase of pressure, and then these would affect customers’satisfaction. Time is an important factor for customer to evaluate the service or products. Service waiting cannot be avoided no matter how the companies optimize the flow-sheet; at the same time, customers begin to pay more and more attention to waiting time. In the past studies on queue theory, most of them are mainly on the calculation of real waiting time and optimizing the allocation of resources to reduce the cost. It is found that the perceived waiting is more important than the real waiting in the past few years’studies. Taylor (1994) thought that the service waiting should be studied from customers’perceive if the company cannot short customers’real waiting time. Now the scholars study the waiting problem from the objective waiting time perception to the subjective waiting time perception.In this paper, we focuses on how interaction of the emotion before consumption and the inconsistent expectations in the service process to effect customer satisfaction, and verified this effect by the method of describing experiments. This research overcome the vacancy of how the emotion being measured in different time to effect customer satisfaction, we expect to perfect the existing customer satisfaction theory by this research. It is found that in this paper the customer perception service fairness and the time filling degree would affect customer emotion in service waiting, and then affect customer satisfaction. In some papers relative to customer satisfaction, the scholars introduced customer emotion as a preposition variable to the studies; it is proved that the cognition and emotion are very important in the evaluation of products. In this paper, we use the before consumption customer emotions caused by different service waiting situation and control the different expectations to verify the effect of customer emotion and inconsistent expectation on the service satisfaction.According to the above study, we found that service waiting and core service quality both can affect customer satisfaction. This paper improves the research framework of customer satisfaction, makes the relationship among customer emotion, inconsistent and customer satisfaction clear, and provides suggestions on how to improve customer satisfaction.