Cognitive and affective dimensions of waiting time satisfaction in Indonesian spicy noodle chains

This study introduces and conceptualizes the “Spicy Noodle Chain” as a distinct fast-dining category, identifying cognitive satisfaction, rooted in fairness and efficiency, as the primary driver of customer satisfaction and loyalty in fast-paced dining contexts. It examines how waiting time satisfaction influences overall customer satisfaction in Indonesia’s emerging Spicy Noodle Chain segment, a localized evolution of the fast-food industry that remains underexplored in academic research. Using data from 195 respondents analyzed through Partial Least Squares Structural Equation Modelling (PLS-SEM), the study investigates both cognitive and affective dimensions of waiting time satisfaction. The findings reveal that the attractiveness of the waiting area and perceived waiting time significantly influence affective satisfaction, while experience evaluation strongly affects cognitive satisfaction and overall satisfaction. However, affective satisfaction does not significantly influence overall satisfaction, suggesting that emotional responses are less enduring than cognitive judgments. Overall, the results highlight that fairness perceptions and operational efficiency have a more profound impact on customer satisfaction than transient emotions, offering new insights into service experience management within fast-dining environments.