等候會導致顧客產生負面情緒，與對企業的負面評價。為了降低等候所帶來的負面效應，發生等候問題時，管理者可以加快服務速度，或進行等候知覺管理，例如提供適當的時間填補型態(fill time types)，分散顧客對等候的知覺，隨著各種產業的蓬勃發展，與產業間競爭越來越激烈，提供完善的顧客服務逐漸受到企業的重視。雖然客服中心可以藉由預測進線人數，調配需要的客服人員人數，但只要客服中心人力少於當時進線的顧客人數時，就會發生等候的問題。顧客在電話線上等候時，因為並非與客服人員進行面對面的接觸，心中的不確定感較大。因此，客服中心更應對在電話線上等候的顧客，進行知覺管理。
　　本研究希望瞭解無形的時間填補型態對客服產業中等候的影響。並就由文獻與實務觀察後，將研究三種不同的時間填補型態(音樂、廣告、等候資訊)對知覺等候時間、等候情緒，以及實際等候時間的影響，並考量顧客對服務的重視程度，是否會影響其等候行為。與先前研究最大的不同在於，本研究記錄受測者實際的等候時間，為受測者實際行為，而非心理變數。
　　為了探討上述問題，本研究以成功大學學生為樣本，藉由實驗方式的設計，模擬日常使用電話電話客服中心的環境，並由操弄時間填補型態的給予，瞭解對等候行為的影響。與先前研究最大的不同在於，本研究觀察受測者實際行為(等候時間)作為最終變數衡量，並探討知覺等候時間與等候情緒間否存在直接關係。資料分析方法則採用變異數分析，以及線性結構分析。由於不同的時間填補型態為類別變數，因此，進行線性結構模式分析時，參考Bagozzi and Yi(1989)提出的方法，以虛擬變數的方式進行分析。
　　研究發現如下：
1.時間填補型態會等候情緒、實際等候時間產生顯著影響。
2.知覺等候時間的估計，受到時間填補型態的影響。
3.重複性高的時間填補型態會縮短實際等候時間。
4.給予音樂型時間填補型態，會延長受測者實際等候時間，且等候情緒有明顯的改善。

　　Ample evidence has shown that waiting has negative effects on service evaluation. To reduce these negative effects, managers can either provide faster services or take actions designed to improve customers’ perception of waiting time and affect to do “perception management”. For service industries, they can do perception management by providing magazines, drinks, or playing music to waiting customers. Many enterprises form their own call center to increase service efficiency and provide full service. Nonetheless, training a professional customer service agent is difficult; it takes lots of time and money. Beside, when in-bound lines are more than service agents in call center, customers have to wait.
　　When customers waiting on line, they feel greater uncertainty than normal condition because they can’t talk with the agents face to face. Therefore, it is more important for call center to manage customers’waiting perception. This experiment discusses the influence of three different fill time types on perception of waiting time, waiting affect, and waiting behavior and considers weather the expected value of the service will affect real waiting behavior.
　　The author conducts an experimental study to examine the hypothesis by giving different fill time types. The author establishes a virtual call center to record waiting time of subjects. This research uses ANOVA and structural equation model as analysis. Because three different fill time types are categorical variables, we use dummy variables in LISREL analysis which is introduce by Bagozzi and Yi(1989).
　　Part of experiment results shown as fellow:
1.Different fill time types cause distinguished influence in waiting affect and waiting time.
2.Perception of waiting time is influence by fill time types.
3.The higher the repeat frequency, the shorter the waiting time.
4.Music augment waiting time and improve waiting affect.

＜中文部分＞
1.曾世忠 (2003) 「效率客服—客服中心的程序規劃」，培生集團。
2.高子欽 (2003) 「魅力客服—客服中心的人員管理」，培生集團。
3.李明德，曾俊欽 (2003) 「魅力客服—客服中心的人員管理」，培生集團。
4.邱皓政（2003）「結構方程模式」，雙葉書廊。
5.陳順宇（2004）「多變量分析」，華泰書局。

＜西文部分＞
1. Antonides, Gerrit and Peter C. Verhoef(2000), “Consumer Perception and Evaluation of waiting Time：a Field Experiment,” Journal of Consumer Psychology, Vol. 12(3), pp. 193-202
2. Bagozzi, Richard P. (1977), “Structural Equation Models in Experimental Research,” Journal of Marketing Research, Vol. 14 (May) , pp. 209-226
3. ------------------ and Youjae Yi (1988), “On the Evaluation of Structural Equation Models, ” Academy of Marketing Science, Vol. 16 (1), pp. 74-94
4. -------- (1989), “On the Evaluation of Structural Equation Models in Experimental Designs,” Journal of Marketing Research, Vol. 26(3), pp. 271-284
5. Baker, Julie and Michaelle Cameron(1996), “ The Effects of the Service Environment on Affect and Consumer Perception of Waiting Time：An Integrative Review and Research Propositions,” Journal of the Academy of Marketing Science, Vol. 24(4), pp. 338-349
6. Bitner, Mary Jo(1990), “ Evaluation Service Encounters：the Effect of Physical Surroundings and Employee Responses,” Journal of Marketing, Vol. 54(April), pp. 69-82
7. Cameron, Michaelle Ann, Julie Mark Peterson Baker and Braunsberger Karin(2003), “The Effect of Music, Wait-length Evaluation, And Mood on A Low-cost Wait Experience,” Journal of Business Research, Vol. 56, pp. 421-430
8. Chebat, J.-C., Gélinas-Chebat, C., Vaninski A. et Filiatrault, P.(1995), “The Impact of Mood on Time Perception, Memorization, and Acceptance of Waiting", Genetic, Social, and General Psychology Monographs , Vol. 121 (4), pp. 413-424
9. Chebat, Jean-Charles, Pierre Filiatrault, Claire Chebat, Gelinas, and Alexander Vaninsky (1995), “Impact of Waiting Attribution and Consumer’s Mood on Perceived Quality,” Journal of Business Research, Vol. 34 pp. 191-196
10. Davis, Mark M. and Janelle Heineke (1998), “How Disconfirmation, Perception and Actual Waiting Times Impact Customer Satisfaction,” International Journal of Service Industry Management, Vol. 9(1), pp. 64-73
11. Dureande-Moreau, Agnes (1999), “Waiting for Service: Ten Years of Empirical Research, ” International Journal of Service Industry Management, Vol. 10 (2), pp. 171-189
12. Gardener, Meryl Paula (1985), “Mood States and Consumer Behavior: A Critical Review” Journal of Consumer Research, Vol. 12 (December), pp. 281-300
13. Hornik, Jacob(1984), “Subjective vs. Objective Time Measures： A Note on the Perception of Time in Consumer Behavior,” Journal of Consumer Research, Vol. 11(June), pp. 615-618
14. Houston, Mark B, Lance A. Bettencourt andSutha Wenger(1998), “The Relationship Between Waiting in A Service Queue and Evaluations of Service Quality： a Field Theory Perspective,” Psychology and Marketing, Vol. 15(8), pp. 735-753
15. Hui, M icheal K. and David K. Tse(1996), “What to Tell Consumers in Waits of Different Lengths：An Integrative Model Service Evaluation,” Journal of Marketing, Vol. 60（April）, pp. 81-90
16. Hui, Micheal K., Laurette Dube, and Jean-Charles Chebat (1997) , “The Impact of Music on Consumers’ Reaction to Waiting for Service” Journal of Retailing, Vol. 73 (1), pp. 87-104
17. Hui, Micheal K., Mrugank V. Thakor, and Ravi Gill(1998), “The Effect of Delay Type and Service Stage on Consumers' Reactions to Waiting, ” Journal of Consumer Research, Vol. 24（March）, pp. 469-479
18. Katz, Karen L, Blaire M. Larson, and Ricbard C. Larson (1991),”Prescription for the Waiting-in-line Blues：Entertain, Enlighten, and Engage,” MIT Sloan Management Review, Vol. 32（Winter）, pp. 44-53.
19. Keith Dawson(2001) The Call Center Handbook, published by CMP Books
20. Kellaris, James J. and Robert J. Kent (1992), “The Influence of Music on Consumers’ Temporal Perceptions: Does Time Fly When You’re Having Fun?” Journal of Consumer Psychology, Vol. 1 (4), pp. 365-376
21. Larson, Richard C.(1987), “Perspectives on Queues: Social justice and Psychology of Queuing , ” Operations Research, Vol.35 (6), pp. 895-905
22. Maister, David H. (1985), “The Psychology of Waiting Lines,” in：Czepiel, J. A., Solomon, M.R., Surprenant, C.F（Eds.）, the Service Encounter. Lexington Books, Lexington, MA, pp. 113-123
23. Meyer, Thierry (1992),“Subjective Importantance of Goal and Reactions to Waiting in Line”, The journal of Social Psychology, Vol. 134 (6), pp. 819-827
24. North, Adrian C., David J. Hargreaves, and Jennifer McKendrick(1999), “ Music and on Hold Waiting Time,” British Journal of Psychology, Vol. 90（Feb.）, pp. 161-164
25. Oaskes, Steve(2003),“Musical Tempo and Waiting Perceptions,” Psychology and Marketing, Vol. 20 (8), pp. 685-705
26. Pruyn, Ad and Ale Smidits (1998), “ Effects of Waiting on the Satisfaction with the Service：Beyond Objective Time Measures,” International Journal of Research in Marketing, Vol. 15, pp. 321-334
27. Taylor, Shirley (1994),“Waiting for Service： the Relationship Between Delays and Evaluations of Service,” Journal of Marketing, Vol. 58（April）, pp. 56-69
28. Taylor, Shirley(1995), “ The Effects of Filled Waiting Time and Service Provider Control Over the Delay on Evaluations of Service,” Journal of the Academy of Marketing Science, Vol. 23(1), pp. 38-48
29. Tom,Gail, Michael Burns and Yvette Zeng(1997), “ Your Life on Hold： the Effect of Telephone Waiting Time on Customer Perception,” Journal of Direct Marketing, Vol. 11(3), pp. 25-31
30. Unzicker, Deborah K. (1999), “The Psychology of Being Put on Hold: An Exploratory Study of Service Quality,” Psychology and Marketing, Vol. 16 (4), pp. 327-350
31. Unzicker, Deborah K.(1999), “ The Psychology of Being Put on Hold：An Exploratory Study of Service Quality,” Psychology and Marketing, Vol.16(4), pp. 327-350
32. Zakay, Dan (1989), “Subjective Time and Attentional Resource Allocation : An Intergrated Model of time Estimation” in Iris Levin and Dan Zakay, (Eds), Time and Human Cognition : An Life-Span Perceptive, pp. 365-397
33. Zhou, Rongrong and Dilip Soman(2003), “ Looking Back：Exploring the Psychology of Queuing and the Effect of the Number of People Behind,” Journal of Consumer Research, Vol. 29(March), pp. 517-530