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The purpose of this study is to explore the associations that potentially impact time perception of waiting customers. Using the constructs of servicescape, motivation, and conformity, the current study tries to figure out the definite causal relationship among variables. Survey questionnaire was administrated to collect data from 335 customers in Taiwanese food and restaurant industry. The results show that waiting motivation has significantly direct effects on servicescape, conformity, time perception, and behavioral intentions. Furthermore, servicescape has a significantly direct effect on behavioral intentions, and conformity has a significantly direct effect on time perception. The findings indicate customers’ waiting motivation should be key factor to affect the full structural model, specifically reference group influence, such as word-of-mouth from friends and media coverage. Suggestions and managerial implications are discussed in the study, and would provide contribution both to the body of knowledge in the filed of marketing and mangers to improve quality of consumer relationship.

Effects of Servicescape, Waiting Motivation and Conformity on Time Perception and Behavioral Intentions