Transcript Group4-final

Analyzing the Waiting Time Perception
by Experiential Marketing Strategy
and Queue Model
For the Amusement Park Case
Operation Management
Professor Hsieh
Group 4 Apple :
Apple, Justin, Sarah, Howard and Belle
OUTLINE
1. Background and introduction
2. Literature review
3. Framework
4. Questionnaires
5. Expected Results
6. Contribution and Value
7. Limitation of research
Background and introduction
Motivation
• The waiting line or queuing
• The benefits
• but if it takes long time,
– customers dissatisfied
– wastes their times.
–
Therefore, the service provider should take care of the
customer’s feeling when they are in the waiting line.
Background and introduction
Background
• Amusement park
– People are crowded
– Spend all day
– Have to line up
• The more famous the attraction is, the longer the line will be.
• not good enough to take care customer in line
feel bad all day
lose the opportunities to offer other attractions
Background and introduction
Janfusun Fancy World
• established in August 1986
in Gukeng Township, Yunlin County.
• the leader in amusement park
business in Taiwan.
• It has 27 world-class facilities
– Crazy Coaster
(the longest roller coaster in Asia)
Background and introduction
Introduction
• According to Zakay and Hornik (1991) study,
• “customer waiting time perception”
is affected by
– the atmosphere,
– environment stimulation, and
– some information that customer received
when they are waiting line.
Background and introduction
Introduction
• Our study is trying to offer
1. Contagious Story Video about the attraction
– Experiential marketing strategy
– establish the emotional and rational connection
• make customers perception of waiting time is shorter
• gain more customer loyalty
Background and introduction
Introduction
2. Create a new “Queue Model” structure
“Multiple-Single Queue”
• make customers perception of waiting time is shorter
• give customers more time to think how to arranged their
seats with friends or families
Background and introduction
Introduction
• This research attempts to analyze customer's
"Waiting Time Perception“ by using
• "Flow Theory"
• "Queue Model" and
• Contagious Story Video
Literature review
•
等待時間知覺 Customer Waiting time perception
Maister (1985) published "waiting line psychology " eight principles :
•
( 1 ) Unoccupied time feels longer than occupied time
•
( 2 ) Preprocess waits feel longer than in-process waits
•
( 3 ) Anxiety Makes Waits Seem Longer.
•
( 4 ) Uncertain waits seem longer than Known, finite waits
•
( 5 ) Unexplained Waits Are Longer than Explained Waits
•
( 6 ) Unfair Waits Are Longer than Equitable Waits
•
( 7 ) The More Valuable the Service, the Longer the Customer
Will Wait
•
( 8 ) Solo Waits Feel Longer than Group Waits
Literature review
• 等待時間知覺 Customer Waiting time perception
• In our study, we want use both of the two variables included
Experiential marketing video and re-design the configuration of
Queue model. Attempting to shorter the perception when customer
waiting line in amusement park.
Find solutions!!
Literature review
• 沉浸理論 Flow model
• According to Csikszentmihalyi ,flow is completely focused
motivation. The hallmark of flow is a feeling of
spontaneous joy, even rapture, while performing a task
although flow is also
described as a deep
focus on nothing but
the activity – not even
oneself or one's emotions
Literature review
• 排隊結構 Queue Model
• Hornik (1984) using the following three types of Queue
to investigate the effect of perceived waiting time, the
study pointed out that the waiting time perception than
the actual time average overestimate 2.65 minutes in
these three types.
1. Multiple Queue
2. Single Queue
3. Express lines
Literature review
• 排隊結構 Queue Model
• Multiple-Single Queue:
Shorter the customers’ perception of waiting line.
Give customers more time to think how to arranged their seats
with friends or families
Literature review
• 體驗式行銷Experiential marketing
• Experiential marketing concept proposed by Schmitt（1999）,
Schmitt defined it as “After observing and participating in an event,
customers’ identification or purchase behavior is elicited by stimuli,
which in turn enhances the product value.”
Traditional marketing
experiential marketing
Marketing Focus
Product features and benefits
The customer's experience
feelings
To view
commodities
Product Range and competition
are very narrow
To bring the full experience of the
media
The default for
consumers
Rational decision-makers
Both rational and emotional
Marketing
methods and
tools
Analysis, quantification, oriented
language
Eclectic
Literature review
• 體驗式行銷Experiential marketing
• In our hypothesis is make a video in which has a special story for
each facility in the amusement park. In order to compare the
difference between experiential marketing and traditional marketing,
it can influence the customer perception of waiting line.
https://www.youtube.com/wat
ch?v=Berxpx0Y6vE
Framework
Customer
Waiting
time
perceptio
n
Experiential Marketing
• Contagious Story Video
about the facility.
• Many introductions of
different facilities.
Wait-lines Configuration
• Multiple Queue
• Multiple-Single Queue
Wait tolerance
•Low
•High
Emotional
category
•Positive
•Negative
Hypothesis:
Weather the contagious story video will shorter the customers’
perception of waiting line and further more enhance the amusement
park brand loyalty.
Will the Multiple-single queue configuration shorter the customers’
perception of waiting line and further more improve their satisfaction.
Customer
Satisfacti
on
Research Method
Questionnaire Design
How much time you spend on queuing?
______minutes
What are the maximum minutes you are
willing to spend on queuing for the
facility?
______minutes
What is your mood level while queuing?
Negative←→Positive
-4☐ -3☐ -2☐ -1☐ 0☐ 1☐ 2☐ 3☐ 4☐
What is your mood level for the video in
the beginning?
Negative←→Positive
-4☐ -3☐ -2☐ -1☐ 0☐ 1☐ 2☐ 3☐ 4☐
Expected Results
• Positive correlation
between contagious story
video and customer
waiting time perception
• Positive correlation
between wait-lines
configuration and
customer waiting time
perception.
Contributions and Value
• No study of queue configuration and experiential
marketing video had been done before
• A solution for the providers of amusement that can make
the customers more pleasure while queuing
• Positive impact on the target customer’s satisfaction via
offering contagious story video
• Increasing number of visitors, revenue as well as bring
huge benefits
• other service with queue can also apply
Limitation of the Research
• Not every facility is suitable to apply this
theory.
• Customers who have different cultural
background and wait tolerance might
make the theory changes.
• There may be other factors influence the
customer perception of waiting line.