Analyzing the Waiting Time Perception by Experiential Marketing Strategy and Queue Model For the Amusement Park Case Operation Management Professor Hsieh Group 4 Apple : Apple, Justin, Sarah, Howard and Belle

OUTLINE 1. Background and introduction 2. Literature review 3. Framework 4. Questionnaires 5. Expected Results 6. Contribution and Value 7. Limitation of research

Background and introduction Motivation The waiting line or queuing The benefits but if it takes long time, –customers dissatisfied –wastes their times. –Therefore, the service provider should take care of the customer’s feeling when they are in the waiting line.

Background and introduction Background Amusement park –People are crowded –Spend all day –Have to line up The more famous the attraction is, the longer the line will be. not good enough to take care customer in line feel bad all day lose the opportunities to offer other attractions

Background and introduction Janfusun Fancy World established in August 1986 in Gukeng Township, Yunlin County. the leader in amusement park business in Taiwan. It has 27 world-class facilities –Crazy Coaster (the longest roller coaster in Asia)

Background and introduction Introduction According to Zakay and Hornik (1991) study, “customer waiting time perception” is affected by –the atmosphere, –environment stimulation, and –some information that customer received when they are waiting line.

Background and introduction Introduction Our study is trying to offer 1. Contagious Story Video about the attraction –Experiential marketing strategy –establish the emotional and rational connection make customers perception of waiting time is shorter gain more customer loyalty

Background and introduction Introduction 2. Create a new “Queue Model” structure “Multiple-Single Queue” make customers perception of waiting time is shorter give customers more time to think how to arranged their seats with friends or families

Background and introduction Introduction This research attempts to analyze customer's "Waiting Time Perception“ by using "Flow Theory" "Queue Model" and Contagious Story Video

Literature review 等待時間知覺 Customer Waiting time perception Maister (1985) published "waiting line psychology " eight principles : ( 1 ) Unoccupied time feels longer than occupied time ( 2 ) Preprocess waits feel longer than in-process waits ( 3 ) Anxiety Makes Waits Seem Longer. ( 4 ) Uncertain waits seem longer than Known, finite waits ( 5 ) Unexplained Waits Are Longer than Explained Waits ( 6 ) Unfair Waits Are Longer than Equitable Waits ( 7 ) The More Valuable the Service, the Longer the Customer Will Wait ( 8 ) Solo Waits Feel Longer than Group Waits

Literature review 等待時間知覺 Customer Waiting time perception In our study, we want use both of the two variables included Experiential marketing video and re-design the configuration of Queue model. Attempting to shorter the perception when customer waiting line in amusement park. Find solutions!!

Literature review 沉浸理論 Flow model According to Csikszentmihalyi,flow is completely focused motivation. The hallmark of flow is a feeling of spontaneous joy, even rapture, while performing a task although flow is also described as a deep focus on nothing but the activity – not even oneself or one's emotions

Literature review 排隊結構 Queue Model Hornik (1984) using the following three types of Queue to investigate the effect of perceived waiting time, the study pointed out that the waiting time perception than the actual time average overestimate 2.65 minutes in these three types. 1. Multiple Queue 2. Single Queue 3. Express lines

Literature review 排隊結構 Queue Model Multiple-Single Queue: Shorter the customers’ perception of waiting line. Give customers more time to think how to arranged their seats with friends or families

Literature review 體驗式行銷 Experiential marketing Experiential marketing concept proposed by Schmitt （ 1999 ）, Schmitt defined it as “After observing and participating in an event, customers’ identification or purchase behavior is elicited by stimuli, which in turn enhances the product value.” Traditional marketingexperiential marketing Marketing FocusProduct features and benefitsThe customer's experience feelings To view commodities Product Range and competition are very narrow To bring the full experience of the media The default for consumers Rational decision-makersBoth rational and emotional Marketing methods and tools Analysis, quantification, oriented language Eclectic

Literature review 體驗式行銷 Experiential marketing In our hypothesis is make a video in which has a special story for each facility in the amusement park. In order to compare the difference between experiential marketing and traditional marketing, it can influence the customer perception of waiting line. ch?v=Berxpx0Y6vE

Framework Contagious Story Video about the facility. Many introductions of different facilities. Multiple Queue Multiple-Single Queue Customer Waiting time perceptio n Wait tolerance Low High Emotional category Positive Negative Customer Satisfacti on Experiential Marketing Wait-lines Configuration Hypothesis: Weather the contagious story video will shorter the customers’ perception of waiting line and further more enhance the amusement park brand loyalty. Will the Multiple-single queue configuration shorter the customers’ perception of waiting line and further more improve their satisfaction.

Research Method

Questionnaire Design How much time you spend on queuing?______minutes What are the maximum minutes you are willing to spend on queuing for the facility? ______minutes What is your mood level while queuing? Negative←→Positive -4 ☐ -3 ☐ -2 ☐ -1 ☐ 0 ☐ 1 ☐ 2 ☐ 3 ☐ 4 ☐ What is your mood level for the video in the beginning? Negative←→Positive -4 ☐ -3 ☐ -2 ☐ -1 ☐ 0 ☐ 1 ☐ 2 ☐ 3 ☐ 4 ☐

Expected Results Positive correlation between contagious story video and customer waiting time perception Positive correlation between wait-lines configuration and customer waiting time perception.

Contributions and Value No study of queue configuration and experiential marketing video had been done before A solution for the providers of amusement that can make the customers more pleasure while queuing Positive impact on the target customer’s satisfaction via offering contagious story video Increasing number of visitors, revenue as well as bring huge benefits other service with queue can also apply

Limitation of the Research Not every facility is suitable to apply this theory. Customers who have different cultural background and wait tolerance might make the theory changes. There may be other factors influence the customer perception of waiting line.