n Management Dynamics : Journal of the Southern African Institute for Management Scientists - A multicultural investigation of consumer time perception

Volume 12, Issue 2
  • ISSN : 1019-567X



The primary objective of this study was to investigate perceived cultural differences in the perception of time,and the reactions to waiting, amongst socio-demographic groups in Port Elizabeth. The study formed part of an international investigation, and used a modified version of a questionnaire developed by various authors. The sample (n=336) was drawn, using a non-probability sampling technique from English-, Afrikaans- and Xhosa-speaking respondents in the Nelson Mandela Metropole. The results showed significant differences between sociodemographic groups regarding time perception and reactions to waiting. Cultural influences resulting from language differences may influence these observed discrepancies. The findings have implications for service organisations, aimed at improving customer service.

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