A within-restaurant analysis of changes in customer satisfaction following the introduction of service inclusive pricing or automatic service charges. (March 2018)

• Record Type: Journal Article
• Authors: Lynn, Michael; Brewster, Zachary W.
• Is Part Of: International journal of hospitality management. Volume 70(2018)
• Page Start: 9
• Page End: 15
• Publication Date: 2018-03
• Subjects: Tipping policy -- Customer satisfaction -- Online ratings; Hotel management -- Periodicals; Restaurant management -- Periodicals; Food service management -- Periodicals; Hôtels -- Gestion -- Périodiques; Restaurants -- Gestion -- Périodiques; Services alimentaires -- Gestion -- Périodiques; Food service management; Hotel management; Restaurant management; Periodicals; 647.94
• DOI: 10.1016/j.ijhm.2017.11.001
• Languages: English
• ISSNs: 0278-4319

Abstract

Highlights: Restaurants receive lower online customer ratings when they eliminate tipping. Customer ratings decline more when tipping is replaced with service-charges. Customer ratings decline more when tipping is replaced at less expensive restaurants. These findings provide a strong argument for the retention of tipping. Abstract: Many U.S. restaurants have recently adopted no-tipping policies or are considering doing so. This study examines the effects of such moves away from tipping on restaurant's online customer ratings. The results indicate that (i) restaurants receive lower online customer ratings when they eliminate tipping, (ii) online customer ratings decline more when tipping is replaced with service-charges than when it is replaced with service-inclusive-pricing, and (iii) less expensive restaurants experience greater declines in online customer ratings when replacing tipping with either alternative than do more expensive restaurants. These findings provide a strong argument for the retention of tipping, especially among lower- and mid-tier restaurants.