“…In this context, the present work associates mindfulness with waiting time. We highlight that customer satisfaction and loyalty are inversely proportional to waiting time (Hui & Tse, 1996;Law et al, 2004;Pruyn & Smidts, 1998), the use of distractions reduces the perception of the waiting time (Bailey & Areni, 2006;Qidwai et al, 2003;van Hagen et al, 2009), and emotions evoked during the consumer experience are significant predictors of satisfaction and willingness to spread positive word of mouth (henceforth WOM) (Anderson, 1998;White, 2010).…”