Imagine hurriedly entering the supermarket with a shopping list in hand, determined to exit swiftly. You scan the cash registers, seeking the shortest queue. However, just as you think you've made the fastest choice, you realize the wait time is longer than expected. Frustrating. Or is it?

Contrary to common belief that a linear relationship exists between wait time expectations and consumer satisfaction, waiting longer than expected isn't always detrimental to customer satisfaction. In this blog, we delve deeper into the relationship between waiting, expectations, and customer satisfaction.