Queue it like Japanese!

Although queues may seem common enough in life, they are in fact a complicated matter – so much so that there is a research branch of it. Queuing theory, by means of mathematics, studies queue lengths and waiting times which are crucial elements of running a successful service. Long waiting tends to upset customers, and it also creates lost opportunities – they may turn to other vendors where time permits.

Let’s consider, for instance, two simple systems: One with multiple queues, each with one server, and the other with a single waiting line leading to multiple servers. Both require similar resources; nevertheless, it has been shown analytically that the latter is more efficient than the former.

This is an intuitive result as the single queue system leaves less slack time to servers – there is almost always a new customer waiting to be served whenever they are ready. Bank branches in Thailand now mostly apply this system. Ladies nowadays form a single queue in a loo, too, rather than multiple queues – from what I've been told.

Recent research, however, found that putting everyone in a single line is bad for customer satisfaction as it gives an impression of a long and arduous queue. Essentially, there is a difference between actual waiting time and what it might feel like. Convenient stores tend to stick to the multiple queue system not only to conserve space, but presumably to give out an image of "short" queues as well.

Other businesses such as theme parks in which queues are inevitable also employ additional tricks to make waiting less painful. A photo spot may appear along the lines, or video footage may be shown during waiting – all are attempts to distract customers from the unpleasant experience.

But queuing theory is pretty much silent about why we would queue in the first place. According to a game theoretic approach, there is an incentive to cut the line because it shortens one’s own waiting time, though at the cost of others. If everyone only thinks of him/herself and thus acts the same, then the queue system breaks down. This is the so-called Nash equilibrium, named after the 1994 Nobel laureate, where all are worse off not queuing – for ease of exposition I'll call this a C-case.

How do we move from the C-case to the ideal situation where everyone abides by the rules? First and foremost, such rules must be made clear – my "rules" may differ from yours. What I noticed in Nagoya was there were fewer of, what I personally call, "queue infrastructure" compared to Tokyo. These are signposts such as stickers on the floor clearly indicating waiting lanes, queuing instructions, and other displays of do’s and don’t’s.

Being the capital is one thing, but I believe this queue infrastructure is what makes waiting in Tokyo a better experience. For one thing, the infrastructure tells you almost exactly what to do, thus less fussing about when, where, and how to queue.

I wouldn’t rush to assume either that there is single universal queue etiquette. The C-case might constitute a socially acceptable situation in one country, but not quite in another. Obviously, this cannot be left to human common sense. Locals are naturally easier to manage as they are more accustomed to norms of their homeland. Yet, Thais are not well known even among ourselves for our queuing behaviour in our own country.

So if we want people to get in the queue, cue it like the Japanese. Crucially, proper queue infrastructure must be provided in public places ranging from restaurants to transportation in order to reduce the associated cost of queuing. This is beyond cultural factor in my view. If people don’t queue, don’t blame it on our own version of their "bad" manners. Improve upon our inadequate infrastructure we had better instead.

Views expressed in this article are those of the author and not of TMB Bank or its executives.

Dr Warapong Wongwachara holds a PhD in economics from the University of Cambridge, and is currently vice president at TMB Bank Pcl. He can be reached at [email protected].