Abstract

The purpose of this study is to explore the associations that potentially impact time perception of waitingcustomers. Using the constructs of servicescape, motivation, and conformity, the current study tries to figure outthe definite causal relationship among variables. Survey questionnaire was administrated to collect data from 335customers in Taiwanese food and restaurant industry. The results show that waiting motivation has significantlydirect effects on servicescape, conformity, time perception, and behavioral intentions. Furthermore, servicescapehas a significantly direct effect on behavioral intentions, and conformity has a significantly direct effect on timeperception. The findings indicate customers’ waiting motivation should be key factor to affect the full structuralmodel, specifically reference group influence, such as word-of-mouth from friends and media coverage.Suggestions and managerial implications are discussed in the study, and would provide contribution both to thebody of knowledge in the filed of marketing and mangers to improve quality of consumer relationship.

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