When you enter the airport for checking-in or café for buying a cup of Macchiato or bank for making a big transaction, have you ever questioned yourself that why different places they have different styles of queue? Google it or spend 25–50 bucks to buy a book (you do not even sure that book has the answer or not) or PDF files is not really a wise choice.
There are a huge case talking about service queue — And you can find it in the book named: “Essential of Service Marketing”, written by Jochen Wirtz and Christopher Lovelock — 2nd or 3rd Edition (1st Edition … hmmm I’m not sure if it has). I have summed up all the things which are the key points — I “think” so — Those points answer what I have been wondering — at least.
Kind of queue systems depends on the demand of each industry, each working category or business condition — Obviously. But choosing the most suitable kind is the another universal issue.
Common queue arrangements:
- Single line, single server and single stage:
Where you can see this kind of queue: Convenience stores / retail stores. - Single Line, sequential stages:
Where: Café — Why? You might think Café is using Single line and single server… Because you just think about the interaction between you and cashier staff, but where is others? Who make you drinks and deliver to you? Others…
In fact, when you enter to the café, first action is make a queue, then make an order, then wait for them to call your name or number, take your drinks, then go. But you order first doesn’t mean you will take your drinks first (sometimes) — it’s called “bottlenecks”. - Single line, multiple servers (“Snake” style):
Can be called “Improvement of Single line — single server” — greater performance in terms of waiting times. This kind of queue is applied to locations where have high demand of using services.
Where: Airport: airport security checking/airport customs gate - Parallel lines to multiple servers:
Where: Cinemas — Due to the high demand of this kind of entertainment, many ticket selling counters — BUT, nowadays, some service companies are changing to apply “Designated lines”. - Designated lines:
The places where they provide membership program/rewards — they usually applied this kind of queue.
Where: Airport (They create check-in stations/queues for different types of air tickets or different airport membership level). As mentioned above, cinemas: VIP line and normal lines. - Take a number:
Where: Bank — “What do you want to do? Please take your number, go there to sit and wait, thank you!”
Please note that: all queues of service are based on “First come first served” basis (FCFS) — hmmm except some special cases (I will call them as PRIORITIES) which include big-profit customer first, quickest-service requirement first, emergencies first, … There is 1 more queue which is “Wait list”: Most of mid-class and high-class restaurant reservation services. This kind doesn’t really apply FCFS.
MORE!!! Waiting time is the big problem, so “Virtual Queues” was born — Yeap! Already 4.0 generation — Here is when UI/UX designers works.
What it is? It is “electronic queue management” application which you can check how long you are gonna wait until your turn/appointment. From that point, we — humans develop, innovate and bring it to the new level such as buying tickets, making appointments and entering online personal history data, etc.
The psychology of waiting time:
Let’s glance lightly at the psychology of waiting time!
- Unoccupied time feels longer than occupied time:
While you waiting for your turn to use the service, you have something to do like read books, drink tea, … those kinds of action — their purpose is to distract your brain from “Oh, I’m waiting for my turn!”. That’s the reason why some places, they provide you some magazines, newspaper or even a mini bar/small café (Smart business is here — Gain revenue from customer waiting time lol). - Solo wait feels longer than group wait:
Guys and gals! You cannot deny that when you go to Disney Land with your friends — When waiting for your turn to join the fun, you have someone to talk to is greater than you do not have anyone to talk to — That is 1 way of passing time while waiting — Anyway, no one goes to Disney Land alone — I believe. - Physically uncomfortable wait feels longer than comfortable wait:
That’s the reason why in some places — they have chairs/sofas for you to sit while waiting. You can wait for longer time when you find your comfortable positions. - Pre and post process wait feels longer than in process wait:
Trust the book, you are more patient during the core service delivery process. Imagine that you are in Disney Land, it takes you only 15 minutes to buy the entry ticket — but it takes you 150 minutes to wait for extreme roller coaster game — And yeah! You are okay with that 150 minutes. LOL! - Unfair wait feels longer than equitable wait:
(Different culture — different style): But for me, it’s true! - Unfamiliar wait feels longer than familiar wait:
The service you used to purchase, you are less likely to worry while waiting. But it is completely opposite with new services, nervous and wondering about the probable length of the wait are usually happen. - Uncertain wait feel longer than finite wait:
Flight delay is the “perfect” example for this one — It’s better to know exactly how long you are going to wait than you are announced to “just wait and sorry” ~~ infinite waiting time is real! - Unexplained Wait feel longer than explained wait:
With the flow of the issue related to the airport — It’s better to know why the flights are delayed, right? (Because of bad-weather-condition or maintenance issues, etc.) - Anxiety makes waits seem longer:
When you are in hurry but your mom asks you to go to the mall and buy something for her. Anxiety feeling will be created — with that feeling, you wait in queue for payment, and… this is interesting — “The other line moves faster, am I choosing wrong waiting line” effect is generated.
10. The more valuable the service, the longer you will wait:
You will queue overnight under any kind of condition to get “your” NEW IPHONE XYZ!
In the end, it doesn’t even matter if you are VVIP customers/members of companies. Yay!
Case reference (Feb 2019): “Essential of Service Marketing”, written by Jochen Wirtz and Christopher Lovelock — 3rd Edition
