Moreover, the emotional aspect of waiting should not be underestimated. People waiting are often more tolerant when they are comfortable. Research indicates that the perception of time can be manipulated based on an individual’s emotional state. Consequently, a pleasant waiting environment can reduce the feeling of time dragging on and promote a sense of optimism as customers anticipate their upcoming experience. This is particularly important in places where service quality matters immensely, such as in healthcare or hospitality settings.