As long as customers have to wait in line, they
are likely to get bored or frustrated. Firms need
to understand the psychology of waiting and take
active steps to make waiting less frustrating. We
discussed 10 possible steps, including informing
the customers how long the wait is, keep
them occupied or entertained while they are
waiting, provide them with explanation of why
they have to wait, and provide customers with
a comfortable seat so that they do not have to
stand while waiting.