Because customers’ experience of waiting for service may negatively affect their behavioral approach toward the service organization, improving the service environment may also improve their waiting experience. This study examined the different effects of environmental elements on the perceived waiting time route and the emotional route. We surveyed 326 customers of a leading fast‐food chain restaurant in Taiwan during rush hour. We found that the emotional route is a stronger predictor of customer approach behavior than the perceived waiting time route. Moreover, the explained wait and perceived crowding directly affect both the perceived waiting time route and the emotional route. The effect of the design factor on the customer behavior approach is significant in the emotional route, but it is not significant in the perceived waiting route. In addition, perceived crowding has the strongest effect on the perceived waiting time route, and the explained wait has the strongest effect on the emotional route.