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Harnessing the waiting experience: anticipation, expectations and WOM

Anjala S. Krishen (Department of Marketing and International Business, University of Nevada, Las Vegas, Nevada, USA)
Orie Berezan (Department of Management and Marketing, California State University Dominguez Hills, Carson, California, USA)
Shaurya Agarwal (Department of Civil, Environmental and Construction Engineering, University of Central Florida, Orlando, Florida, USA)
Brian Robison (Robison Asset Management, Las Vegas, Nevada, USA)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 June 2020

Issue publication date: 30 November 2020

910

Abstract

Purpose

This study aims to explore the anticipated emotions of consumers and their anticipated perceived quality (PQ) of an exhibit, event or service that they are waiting to attend.

Design/methodology/approach

The study consists of a quantitative survey-based descriptive study of n = 470 real-world consumers from a waiting line at the Shark Reef exhibit in Mandalay Bay Resort and Casino, Las Vegas. Data is analyzed with fuzzy-set qualitative comparative analysis (fsQCA) to extrapolate causal conditions or recipes, for word of mouth (WOM) generation regarding the exhibit.

Findings

Recipes that influence positive WOM for an upcoming exhibit include: affect evaluation and affect expectations (AEXs) and affect evaluation, affect expectation, event entertainment and PQ.

Practical implications

By recognizing the need to optimize the customer waiting experience, services marketing managers can more successfully engage customers and influence their subsequent intentions.

Originality/value

Emotions regarding the anticipation of an upcoming event are critical to cultivating the intent to spread positive WOM.

Keywords

Acknowledgements

The authors gratefully acknowledge the editor and reviewers of JSM. We also thank the following volunteers who helped with data collection: AnnMarie Caligari, Travis Davis, Sheen Kachen, Axenya Kachen, Thomas Kealiinohomoku, Janel McCall, and Eduardo Robleto. Finally, we acknowledge the UNLV Lee Business School, the California State University Dominguez Hills RSCA Grant, and the Harold & Muriel Berkman Charitable Foundation, Inc. for their encouragement and financial support.

Citation

Krishen, A.S., Berezan, O., Agarwal, S. and Robison, B. (2020), "Harnessing the waiting experience: anticipation, expectations and WOM", Journal of Services Marketing, Vol. 34 No. 7, pp. 1013-1024. https://doi.org/10.1108/JSM-10-2019-0382

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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