The Impact of Waiting Time and Other Service Factors on Customer Satisfaction and Repurchase Frequency

Although repurchase intention and customer satisfaction have attracted a lot of attention in service management research, relatively few studies have discussed the impact of waiting time on repurchase frequency. In this study, we investigate the effect of waiting time and other service quality factors on customer satisfaction and repurchase frequency. Using the Generalized Linear Model as a tool, a Return Frequency Model was developed to describe the relationship between number of return visits in certain time period and the waiting time and different service factors in the fast food service setting. Using Polytomous Logistic Regression, an Overall Satisfaction Model was developed to demonstrate the relationship between customer’s overall satisfaction level, waiting time and service quality