When is a queue too long?

Bok supporters queue to have their picture taken in a recent promotion. Picture: Etienne Creux

Bok supporters queue to have their picture taken in a recent promotion. Picture: Etienne Creux

Published Sep 22, 2011

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How long can you bear to stand in a queue?

In Britain, people have always prided themselves - quietly of course - on their ability to queue in an orderly fashion. But it seems that patience now runs out after an average of seven minutes.

Exactly when the frustration sets in will depend on the type of queue, researchers say.

So, for example, those waiting to speak with call centre staff will lose patience after just six minutes.

The “wait time tipping point” is six-and-a-half minutes at a supermarket checkout, and eight minutes for those wanting help with a technical problem.

It increases to 11 minutes when waiting for public transport, researchers add, and restaurant diners waiting for service will put up with 13 minutes.

The impact on companies with poor customer service is proving damaging, according to the study commissioned by a mobile phone network.

Four in five callers have lost their patience and hung up when faced with a long call centre queue, while half have advised family and friends against using a company or service after a bad experience.

In addition, one in four people terminated a contract with a firm that kept them waiting too long.

And it seems slow service is harming more than the reputations of those companies at fault. Health is also at stake as stress levels soar.

Two thirds of people admit feeling annoyed, and 30 percent experience stress when they are forced to wait longer that they feel fair - with one in five becoming angry.

Stress expert Dr Roger Henderson said: “We live in an age where for many people time is the most valuable commodity of all.

“Our expectations are such that if we don’t get the service we expect quickly, stress levels increase. Health problems can begin to develop - including high blood pressure, chronic anxiety, headaches, stomach and bowel upsets, as well as relationship difficulties.

“In queues, this stress can manifest as a racing heartbeat, sweaty palms, irritability, anger, frustration and muscle spasms.”

However, it seems people will put up with a three-hour queue - to save £4.75 on fish and chips.

More than 1,200 waited to get their hands on a bargain £1 portion at their local chippy.

The queue at Fosters Fish and Chips shop in Didsbury, Manchester, reached 300 people at its peak. Owner Kath Foster, who normally charges £5.75, said: “It was amazing to see the lengths people will go to for a bargain.” - Daily Mail

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