Time
it takes to respond
One of
the fundamental aspects of a consumer’s satisfaction or dissatisfaction
is the time it takes someone to respond to them. The consumer gives
more or less importance to the length of time that it takes someone
to respond to them depending on what phase they are in:
a) Initial
search. Overcrowding is an indicator of quality and reduces the
risk. We consider it a positive sign when a restaurant is busy.
b)
Disruption in the service can have harmful effects. Consumers do
not appreciate disruption when they are eating.
One of
the essential aspects in the services is the time it takes to respond
and how a company has its customer services set up. It is necessary
to manage the consumer’s waiting time and bear in mind that:
a) Consumers
that are not occupied feel that time goes by slowly. A good team
should try and distract the client that is waiting to be attended.
b)
Provide a role. It is important to provide a role for the people
and give them the feeling of control and avoid tension. E.g. watching
a video or reading a magazine.
c)
Anxiety makes time go by slowly. Inform the client about the reasons
why he/she is waiting and the time that he/she will have to wait.
This can decrease the stress and reduce the client’s uncertainty.
d)
When the services are personalized the client feels happy to wait
a certain amount of time.
