Impact of Customers' Personality Traits in Retail Environments‪.‬

INTRODUCTION Nobody looks forward to waiting in line to receive a service. Almost everybody would likely agree that waiting in line is both frustrating and unproductive. Katz, Larson and Larson (1991) found that, as waiting time increases, customer satisfaction decreases. As the shortage of time increasingly becomes a norm for a typical modern day shopper, even "short waits seem longer and more wasteful to them than ever before" (p. 44). How do individual responses to waiting in line differ?