Strategically, there are some things that can be corrected in terms of wait time (queuing theory) and something that cannot be improved at this point realistically (Gardiner, 2016; Chase & Aquilano, 1977). For instance, unfair waits can be corrected in order to reduce waiting time, but fair waits can only be handled in appeasing ways to customer.
Correcting Unfair Waits versus Fair Waits
The customer perception of fairness is more often decided by their perceived queue design at the bank, the contact hours, the attention given to them while waiting etc. Usually having a proper queue system in the physical outlet ensures fairness as the person is in a single line and can step up to a service counter when their line moves. Many banks use this already, and so does JINXIAN. However, in the context of less staffing, the queue can go abnormally long, and the people in wait queue at the bank would get the impression that one person is receiving more attention, while others wait (Russell & Taylor, 2008). Similarly, telephone calls diverted to tellers would give the idea that the person calling is getting more attention than the customer is. This form of unfair treatment concerns must be handled. An unfair wait could be a customer getting put on hold without as much as an excuse or an apology in the case of electronic banking system (Deresky, 2017).
Secondly, where waits are not justified, then the customer would get dissatisfied as they wait for no reason. Using the same reason or similar reason again could make the customer dissatisfied. In addition, used capacity like an idle workstation could lead them to feel dissatisfied. The number of dissatisfies could hence be complex when considered with respect to wait time. Once again, a similar angle can be perceived in online banking systems where customers are not given a just reason for their waiting (Roth & Menor, 2007).
Waits of Unknown Duration
Most banks have a lobby manager in order to handle waits of unknown duration, but this more often exists only in the main branch, the JINXIAN branch lacking with respect to the lobby manager could result in increased dissatisfaction when waiting. When customers have a reasonable idea of how long they have to wait then their wait will actually appear more fruitful to them (Adam & Swamidass, 1989).
In the case of electronic banking, once again customers would feel anxious when they are put on hold for long, especially when calling a customer care representative.