Publication: Tiempo y venta: la influencia del tiempo de espera en la satisfacción con el servicio
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2014-09-25
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Universidad Complutense de Madrid
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Abstract
Trabajo de investigación sobre la influencia de las esperas que tienen lugar antes, durante y/o al finalizar los proceso de demanda de bienes o servicios. Partiendo de la hipótesis teórica de que el efecto perjudicial de la espera solo se produce cuando la intensidad de la pérdida excede la ganancia de utilidad que puede reportar la espera, se establecen tres efectos posibles de la espera: satisfacción, indiferencia, e insatisfacción; de los cuales, los dos primeros podrían asimilarse a la categoría de esperas aceptables. Para la contrastación de la hipótesis teórica formulada, se proponen 23 enunciados básicos deducibles de ésta, cuya verificación se lleva a cabo a través de los datos recogidos en los dos trabajos de campo efectuados. El primero con 233 encuestas en cajas de pago de hipermercados, restaurantes, consultas médicas y ventanillas de oficinas bancarias y el segundo a través de escenarios. Los resultados corroboran la hipótesis de que las esperas pueden no ser perjudiciales y que su efecto no sólo depende de la duración percibida como se sostenía hasta la actualidad. El trabajo finaliza con recomendaciones empresariales, futuras líneas de investigación e limitaciones detectadas.
Research of the influence of the waiting time that takes place before, during and/or at the end of the purchasing process for goods or services. Based on the theoretical hypothesis that the negative effect of waiting occurs only when Resumen Tesis Doctoral the intensity of the loss exceeds the gain in utility to be gained from waiting, three possible effects of waiting are proposed: satisfaction, indifference and dissatisfaction; of which the first two could be assimilated to the category of acceptable delays. In order to test the theoretical hypotheses, 23 basic statements where deduced and subsequently checked through the data collected in two different field works. The first one consisted in 233 surveys collected in hypermarkets checkouts, restaurants, doctors' offices and windows of bank branches and the second through 11 scenarios. The results support the hypothesis that the waiting time may not be harmful and that its effect depends not only on the perceived duration as held in past researches. Finally the research ends with practical recommendations for business practice, future opportunities for research and the limitations detected.
Research of the influence of the waiting time that takes place before, during and/or at the end of the purchasing process for goods or services. Based on the theoretical hypothesis that the negative effect of waiting occurs only when Resumen Tesis Doctoral the intensity of the loss exceeds the gain in utility to be gained from waiting, three possible effects of waiting are proposed: satisfaction, indifference and dissatisfaction; of which the first two could be assimilated to the category of acceptable delays. In order to test the theoretical hypotheses, 23 basic statements where deduced and subsequently checked through the data collected in two different field works. The first one consisted in 233 surveys collected in hypermarkets checkouts, restaurants, doctors' offices and windows of bank branches and the second through 11 scenarios. The results support the hypothesis that the waiting time may not be harmful and that its effect depends not only on the perceived duration as held in past researches. Finally the research ends with practical recommendations for business practice, future opportunities for research and the limitations detected.
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Tesis de la Universidad Complutense de Madrid, Facultad de Ciencias Económicas y Empresariales, Departamento de Comercialización e Investigación de Mercados, leída el 10-06-2004