Martí-Franquès COFUND Fellowship Programme


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Supervisor name and surname:

Gerard Ryan

Supervisor email:

Supervisor short biography

Co-supervisor name and surname:

Mireia Valverde

Co-supervisor email:

Co-supervisor institution:

Universitat Rovira i Virgili

Co-supervisor short biography

PhD programme:

Economics and Business

Title of the research project:

Challenging Conventional Wisdom on Waiting Behaviour

Description of the research project:

1. The idea of the project and where it sits within the state-of-the-art

This project responds to a call for new and innovative research on the concept of Positive Waiting as proposed in Ryan et al. (2018) in the journal, Tourism Management. This research project proposes a re-examination of the conventional wisdom, of the current state-of-the art on waiting-related research. After three decades of studies on waiting and a steady flow of publications in a range of highly-ranked journal, there have been few important advances in our knowledge in recent years. In effect, far from solving this issue, consumers are increasingly dedicating more and more time to waiting in an ever broader range of waiting situations.

Ryan et al (2018) forward a series of challenging propositions that require a reconsideration and re-examination of some of the basic principles of conventional knowledge in order to move knowledge and practice beyond the current state-of-the-art on consumer waiting. In contrast to established thinking, the authors propose that waiting attracts more consumers; increases perceived value; provides information to facilitate consumer decision-making; improves customer evaluations; and encourages positive anticipation.

2. The objectives of the project, as well as the progress beyond the state-of-the-art.

The proposed research project will contemplate the fundamental proposition of Positive Waiting, that making consumers wait is not necessarily negative. This approach would represent a radical change in the nature, character and direction of research on waiting. The propositions should be examined in a broad mix of industries and service situations. More specifically, further research should attempt to advance our understanding of the factors and conditions that determine whether waiting is interpreted as positive or negative.

Related Publications by the Research Supervisors.

Ryan, G., Hernández-Maskivker, G., Valverde, M.; Pàmies, M.M. (2018). Challenging the conventional wisdom: Positive waiting. Tourism Management, Vol. 64, pp. 64-72.
Pàmies, M.M.; Ryan, G.; Valverde, M. (2016). Uncovering the silent language of waiting, Journal of Services Marketing, Vol. 30, No. 4.
Pàmies, M.M.; Ryan, G.; Valverde, M. (2016) What is going on when nothing is going on? Exploring the role of the consumer in shaping waiting situations. International Journal of Consumers Studies, Vol. 40, nº2, pp.211-219..
Ryan, G.; Pàmies, M.M.; Valverde, M. (2015). WWW= Wait, Wait, Wait: Emotional reactions to waiting on the Internet. Journal of Electronic Commerce Research, Vol. 16, nº4, pp. 261-275.
Ryan, G., Valverde, M. (2006). “Waiting in line for online services: a qualitative study of the user`s perspective”, Information Systems Journal, Vol.16 (2), pp.181-211.
Ryan, G., Valverde, M. (2005). “Waiting for service on the Internet. Defining the phenomenon and identifying the situations”, Internet Research-Electronic Networking Applications and Policy, Vol.15 (2).

Gross anual salary:

26443.80 €


Full time

Working hours:

37.5 hours a week

Expected start date:

European union This project has received funding from the European Union's Horizon 2020 research and innovation programme under the Marie Skłodowska-Curie grant agreement No. 713679