Abstract
Long queues remain a ubiquitous and critical pain point within the South African food retail landscape, representing a significant barrier to customer satisfaction and loyalty. In an increasingly competitive market, the efficiency of the checkout process is often the final determinant of a shopper's overall experience. This study aims to explore the multifaceted experiences and perceptions of customers navigating these prolonged waiting times within major South African retail outlets. Utilizing a qualitative research approach involving in-depth semi structured interviews and non-participant observations across various food retailers in Gauteng and the Western Cape, the research captures shoppers' emotional, psychological, and behavioural responses to queuing dynamics. Key themes emerging from the data include intense feelings of frustration and anxiety, perceptions of operational inefficiency, distinct customer tolerance thresholds, and varied coping mechanisms. The study highlights how excessive queue lengths erode brand perception and impact purchasing decisions, often leading to customer churn and cart abandonment. Furthermore, the research identifies context-specific exacerbating factors such as load-shedding and socioeconomic constraints. The findings provide practical insights for retailers to develop targeted strategies aimed at optimizing checkout processes, enhancing operational efficiency, and ultimately improving the overall in-store experience for the South African consumer.