The Effects of Offering Menu Information on Perceived Waiting Time

Abstract

This study employs an experimental design in a real restaurant setting to measure the effect of offering menu information on perceived waiting time. Specifically, the purpose of this study is to examine the effects of menu information as a method of distracting customers and reducing perceived waiting time. The test was conducted for 3 weeks under three manipulated conditions (i.e., music, no distraction, and offering menu information). The results of this study show that there are significant mean differences in three conditions in terms of the gap score between perceived and actual waiting time. The research findings are expected to provide restaurant managers with meaningful operational marketing strategies.

KEYWORDS:

• waiting time
• perceived waiting time
• distractor
• menu information