Last-Place Aversion in Queues

This paper documents the effects of last-place aversion in queues and its implications for customer experiences behaviors, as well operating performance. An observational analysis customers queuing at a grocery store, four online studies which participants waited virtual queues, revealed that waiting last place diminishes wait satisfaction while increasing probabilities switching abandoning with detrimental systems. The research suggests can lead to maladaptive behaviors—switching behaviors increase times when benefits are most pronounced. results indicate this behavior is partially explained by inability make downward social comparison; namely, no one behind individual, person less certain continuing worthwhile. Furthermore, provides evidence queue transparency an effective service design lever managers use reduce deleterious queues. When people cannot see they place, behavioral nullified; not tendency renege greatly diminished. Finally, system-level experiment, pairs were created analyzed, reveals addressed, overall abandonment decreases, such equivalent arrival rates, total provision be increased. was accepted Vishal Gaur, operations management.