The psychology of being put on hold: An exploratory study of service quality

Customer satisfaction is one of the most important business objectives of the 1990s. One element identified as critical to satisfaction is quality. In the service sector, this objective is manifested in the form of service quality. Current research has concentrated on face-to-face interactions in their studies of service quality. However, many businesses conduct much of their business by phone. In addition, given the significant influence of time on consumers' daily lives, the telephone is becoming an increasingly important tool in their consumption habits. Telephone interactions represent a unique challenge to firms wishing to establish long-term relationships with their customers. This article explores the specific phenomenon of being placed on hold when calling a business and how this act affects the consumers' perceptions of service quality.