https://www.sciencedaily.com/releases/2019/12/191213123548.htm

"A service provider can improve its bottom line by working with other stores or businesses to split the cost of providing entertainment options. This allows everyone to keep customers rolling in, then they can compete on other service dimensions such as prices," said Tinglong Dai of Johns Hopkins University.

Shoppers decisions are increasingly shaped by their experience and the desire for better service. No one likes to wait. By entertaining customers, with Wi-Fi, television, and other amenities, their experience is better and they tend to come back.