Harnessing the waiting experience : anticipation, expectations and WOM

Purpose: This study aims to explore the anticipated emotions of consumers and their anticipated perceived quality (PQ) of an exhibit, event or service that they are waiting to attend. Design/methodology/approach: The study consists of a quantitative survey-based descriptive study of n = 470 real-world consumers from a waiting line at the Shark Reef exhibit in Mandalay Bay Resort and Casino, Las Vegas. Data is analyzed with fuzzy-set qualitative comparative analysis (fsQCA) to extrapolate causal conditions or recipes, for word of mouth (WOM) generation regarding the exhibit. Findings: Recipes that influence positive WOM for an upcoming exhibit include: affect evaluation and affect expectations (AEXs) and affect evaluation, affect expectation, event entertainment and PQ. Practical implications: By recognizing the need to optimize the customer waiting experience, services marketing managers can more successfully engage customers and influence their subsequent intentions. Originality/value: Emotions regarding the anticipation of an upcoming event are critical to cultivating the intent to spread positive WOM.