"Wait a Second”: A Study on How IT Supports Consumers in Their Decision - Making and Habits in Terms of Queuing in Physical Markets.

Søs Bell Willumsen

Student thesis: Master thesis


The purpose of the master thesis is to explore Danish consumers’ perception of the phenomenon of queuing, their queuing behaviour and how a proposed app called “Wait a Second” could benefit the consumers’ queuing behaviour.
Taking an interpretivistic approach the study is conducted on a basis of theoretical underpinnings and primary data collection consisting of one background interview, two focus groups and a participant observation study.
The master thesis shows how queuing perception and behaviour is affected by the interplay of individual, situational, context-dependant and cultural dimensions. “Wait a Second” could benefit users in aligning their queuing expectations and planning to reduce waiting time.
The findings contribute to theoretical knowledge of Danish consumers, how several dimensions affect queuing perceptions and consumer behaviour, and how technologies may bridge and align expectations, thus affecting consumer behaviour. The study provides valuable insight into how users demand information on how to reduce waiting time, which businesses could benefit from in order to optimise the consumer experience.

EducationsMSc in Business Administration and E-business, (Graduate Programme) Final Thesis
Publication date2017
Number of pages77
SupervisorsMari-Klara Stein