Spicing Up Perceptions: Waiting Time Satisfaction in Indonesian Spicy Noodle Chains

Paulus, Ivan Jonston and Ardiansyahmiraja, Bobby and Yohanes, Marco Antonio Jose and Kajee, Jun (2025) Spicing Up Perceptions: Waiting Time Satisfaction in Indonesian Spicy Noodle Chains. Jurnal Ilmiah Bidang Akuntansi dan Manajemen, 22 (2). pp. 179-210. ISSN 2597-4017

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Abstract

This study examines how waiting time satisfaction influences overall customer satisfaction within the emerging 'Spicy Noodle Chain' segment, a localised evolution of Indonesia's fast-food industry. It focuses on cognitive and affective dimensions of waiting time. Data from 195 respondents across various Spicy Noodle Chain outlets were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings emphasise the critical role of cognitive aspects, such as perceived fairness and reasonableness, in shaping customer satisfaction. The attractiveness of the waiting area significantly impacts affective satisfaction, while experience evaluation influences cognitive satisfaction. However, experience evaluation does not significantly affect affective satisfaction, and the affective dimension has minimal influence on overall customer satisfaction. This study introduces the term "Spicy Noodle Chain" to categorise this unique fast-food variation and highlights the importance of cognitive dimensions over affective aspects in enhancing satisfaction. Practical recommendations include improving queue transparency to enhance fairness perceptions and optimising waiting environments to boost satisfaction. Future research could explore the effects of digital tools on waiting time experiences. Findings are culturally specific and may not generalise globally.

Item Type:	Article
Subjects:	H Social Sciences > HF Commerce
Divisions:	Faculty of Business and Economic > Department of Management
Depositing User:	BOBBY ARDIANSYAHMIRAJA
Date Deposited:	03 Nov 2025 07:08
Last Modified:	03 Nov 2025 07:08
URI:	http://repository.ubaya.ac.id/id/eprint/49754

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