Improving Customer's Subjective Waiting Time Introducing Digital Signage

In the 1970s, the Japanese restaurant industry introduced the chain store system, which was later introduced into the retail industry in the USA to enhance productivity [1] [2]. The chain store system was designed to realize “low-cost operations”. For instance, chain store restaurants simplify and automate service operations to reduce the number of service staff. Moreover, they standardize service operations by introducing service manuals for use in training part-time staff. Prices of dining decreased throughout chain store systems, and Japanese consumers came to enjoy restaurants casually. Consequently, the market scale of the Japanese restaurant industry expanded from 8 trillion yen to 250 trillion yen during the 1970s to 1990s. Restaurants in Japan numbered approximately 737,000 in 2006 [3].

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