Do Customers Hate Waiting?
Ryan W. Buell, doctoral student and Assoc. Prof. Michael I. Norton, Harvard Business School
Picture yourself staring at the screen as your brand X online search for a flight goes on and on. Now look at a travel service like Kayak that explains how the system is checking one airline and one flight after another. Where would you rather search? Would you even be willing to wait slightly longer if you felt you had a window into what was going on as you waited? In the September issue of Management Science, doctoral student Ryan W. Buell and Assoc. Prof. Michael I. Norton of Harvard Business School explore the tradeoffs of the way you wait on the Internet. No reason to wait – hear them explain their research in this week’s podcast.
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