How observed queue length and service times drive reneging behavior in queues

Abstract

Customers who renege from a queue signal dissatisfaction with the wait, possibly leading to lost business opportunities. Service organizations need to understand how queue features observed by waiting customers drive decisions to renege. Through a series of experiments run in the lab and online, this article demonstrates a relative progress effect in queues. This behavioral effect is created when a series of fast service times are observed early in a wait, followed by slower service times that make the total wait equal to that in a comparable queue progressing at a steady rate. The observer experiences a fast depletion of the queue and a lower proportion of the original queue length remaining. This generates a sense of relative progress for the observer which leads to a reduction in renege behavior. In one of the studies, a relative progress effect enables participants to wait for a longer queue or longer duration compared to a benchmark queue without this effect. A simulation analysis, where individuals in a queue are modeled as experiencing a similar behavioral effect, shows that the individual-level effects lead to systematic differences in the queue performance. Behavioral effects that increase individual patience for some are shown to reduce the overall renege rate in the queue. Our findings suggest that queue practices that modulate the perception of relative progress can reduce renege behavior.