According to a McKinsey article entitled, “Bank branches that meet customer needs,”
Customer satisfaction, we know from our research, reflects perceived rather than actual waiting time. A three- to five-minute wait (or three to five customers standing in a line) will be acceptable if the branch provides interesting diversions and appears to be staffed efficiently.
Does this describe your bank branch? We rarely set foot in ours, Washington Mutual, but when we do, the lines are often long and there don’t seem to be any “diversions,” beyond wondering idly who ever thought switching to a “kiosk” style of banking was a good and safe idea.