Let me entertain you – Increasing overall store satisfaction through digital signage in retail waiting areas

Despite the growing interest in waiting perception management, no study has yet explored how environmental distracters in retailing waiting areas influence overall store satisfaction. This field experiment revealed that digital signage mounted at the checkout area of a grocery store positively influenced overall store satisfaction by distracting shoppers from monitoring queuing time. The presence of a digital signage system reduced the perceived waiting time while also creating favorable waiting experiences. However, only the latter influenced store satisfaction. This research highlights the importance of creating favorable waiting experiences.