How Does Waiting Duration Information Influence Customers' Reactions to Waiting for Services?1

Waiting duration information (i.e., how long customers are expected to wait) is commonly provided by service organizations as a means to reduce customers' dissatisfaction with waiting. Results obtained from an experimental study indicate that the information has no effect on perceived waiting duration (how long subjects believe they have waited). On the other hand, with the information, subjects appear to maintain a sense of control during the wait, which in turn affects service quality judgment directly or indirectly through acceptability of perceived waiting duration.