The effects of waiting on consumer perception:An analysis of music on hold utilized in the service industry

Identifier:  TFG:5756

Handle: https://hdl.handle.net/20.500.11797/TFG5756

Authors:  Alvarado Coello, Lorena Daniela

Abstract:
The main objective of this project is the study and, subsequent analysis, of the effects of music on the perception of waiting times within consumers. Music withholds the capacity of generating different moods, whereby consumers may perceive a waiting time as less than it really is, if it is applied properly and consciously. Therefore, the focus of this research is based on consumer behavior and experiences that can be modified by using music as a persuasive instrument. By stimulating the auditory sense, we find that the consumers’ attention diverts and in this way, a more pleasant wait can be generated, or on the contrary, present an adverse effect. Waiting queues and durations of the waiting time the consumer is expected to spend can be the first impression they have of the company from which they want to potentially purchase from or contract a service, therefore the study of how perception of waiting times can be reduced is essential to achieve customer loyalty and sales income. Finally, a study on customer service call centers within different sectors, both local and national, is withheld to study the methods utilized during waiting times, specifically on callers being put “on-hold”, and the effect of the music played during the duration of the wait.