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Introduction
Every organization which directly interacts with its customers confrontsthe issue of queues. Customers wait for service in a wide variety ofsettings, including manufacturing and service businesses, profit andnot-for-profit organizations, and private and public agencies. Theproblem of customers queuing occurs in hospital emergency rooms, on0800-number telephone lines for everything from software support toinformation on laundry detergent, and in virtually every other type ofservice operation from banks and retail stores to hotels andrestaurants. In each and every instance the key issue associated withqueues is this: customers do not like to wait.
The actual performance of different queue configurations has beenthoroughly researched and the issues of managing customers' expectationsand perceptions of the queuing experience have been previously studiedand presented. This article builds on that previous work, presenting ataxonomy based on the service manager's ability to control thecustomer's perception of the queuing experience. It defines whichqueuing factors can be controlled by the firm, which factors canpartially be controlled by the firm, and which factors are entirelyoutside the firm's control, and identifies tactics for managing queuesfor each category of factors.
The Importance of Queue Management
The management of queues has received increased attention recently,owing in part to the fact that speed of service has been shown toprovide a firm with a competitive advantage in themarketplace[1 ]. This emphasis on speed of delivery can be attributed bothto the increasingly intense competition that is associated with theemergence of a single global economy and the increased criticality oftime to consumers, especially in highly developed countries with highstandards of living. As the standard of living in these countriesincreases, the value of customers' time also increases, and consequentlythey seek out those goods and services which will minimize theexpenditure of their time.
Examples abound of companies in both growth and mature industries whichare achieving substantial increases in sales which can be attributed totheir ability to provide fast service. Film development and spectaclesare now ready within an hour. Overnight package delivery is an acceptedstandard. This trend towards providing faster service is expected tocontinue into the foreseeable future.
Customer Satisfaction
The real issue in queue management is not only the actual amount of timethat the customer waits in a queue, but also the customer's perceptionof that wait and his or her associated level of satisfaction. Providinga high...