Journal of the Academy of Marketing Science

, 24:338

The effects of the service environment on affect and consumer perception of waiting time: An integrative review and research propositions


  • Julie Baker
    • the University of Texas at Arlington
  • Michaelle Cameron
    • St. Edwards University in Austin

DOI: 10.1177/0092070396244005

Cite this article as:
Baker, J. & Cameron, M. JAMS (1996) 24: 338. doi:10.1177/0092070396244005


The management of buyers’ perceptions of waiting time by service businesses may be critical to customer satisfaction. Although reducing actual waiting time is important, what managers view as a short time to wait may feel too long to customers. Relevant literature from architecture, environmental psychology, psychology, physiology, operations management, sociology, and marketing is integrated to build a conceptual model of how the service environment may influence affect and, in turn, waiting time perception. Based on this model, propositions about how specific service environment elements (e.g., lighting, color, temperature) may influence affect and time perception are presented. Finally, a research agenda and implications for service facility design are proposed.

Copyright information

© Academy of Marketing Science 1996