When you are the customer, how fast do you like your checkout service to be? If you are like most, you don’t mind dawdling while you are choosing your items, but a long line or a difficult checkout will seem terribly annoying. The store with the master card processing set up is going to appeal to such customers because of its efficiency.
It almost seems odd that a customer might shop for two hours and then get so fed up with a ten minute checkout line that he will leave his items behind and walk out of the store. But it’s the perception of the customer that matters: searching and finding was pleasant; waiting in one spot with a crowd of other people is not. Statistics show that men, in particular, would rather frequent a store with a quick checkout line even if it is more expensive.
