Ekonomiczne Problemy Turystyki

Previously: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Ekonomiczne Problemy Turystyki

ISSN: 1644-0501     eISSN: 2353-3188    OAI    DOI: 10.18276/ept.2019.1.45-05
CC BY-SA   Open Access   DOAJ

Issue archive / nr 1 (45) 2019
Tipping behavior of polish consumers - the segmentation approach

Authors: Iwona Kowalczuk
Warsaw University of Life Sciences - SGGW

Jerzy Gębski
Warsaw University of Life Sciences - SGGW

Agnieszka Maciąg
Warsaw University of Life Sciences - SGGW

Beata Sawicka
Warsaw University of Life Sciences - SGGW
Keywords: consumers’ tipping behavior restaurants segmentation
Data publikacji całości:2019-09-10
Page range:9 (53-61)
Klasyfikacja JEL: D12 J30 M31
Cited-by (Crossref) ?:

Abstract

The main aim of the conducted research was to recognize the issue of tipping in restaurants by Polish consumers and to carry out consumer segmentation based on the reasons for tipping. The study was conducted in December 2017 on a sample of 1,000 people using the CAWI method. In order to isolate groups of reasons for tipping, the PCA analysis was used. Based on the separated groups of factors, with use of the k-average method, consumers’ segments were isolated and then subjected to profiling. The analysis of the results allowed to determine the frequency and amount of tips. It was found that satisfaction with the offer is the basic motivation for consumers to tip. As a result of segmentation, four groups of consumers, with different demographic, social, economic and behavioral characteristics, were distinguished. The obtained results lead to the conclusion that improving the quality of service, a nice atmosphere in the restaurant and meeting the expectations of customers in relation to the ordered dishes are the key factors that should be considered to encourage consumers to tip.
Download file

Article file

Bibliography

1.Azar, O.H. (2007). The social norm of tipping: a review. Journal of Applied Social Psychology, 2 (37), 380-402. DOI:10.1111/j.0021-9029.2007.00165.x.
2.Azar, O.H. (2004). What sustains social norms and how they evolve over time? The case of tipping. Journal of Economic Behavior & Organization, 1 (54), 49-64. D0I:10.1016/j.jebo.2003.06.001.
3.Azar, O.H. (2005). Who do we tip and why? An empirical investigation. Applied Economics, 16 (37), 1871-1879. DOI:10.1080/00036840500119018.
4.Boyes, W.J., Mounts Jr., W.S., Sowell, C. (2004). Restaurant Tipping: Free-Riding, Social Acceptance, and Gender Differences. Journal of Applied Social Psychology, 12 (34), 2616-2625. D0I:10.1111/j.1559-1816.2004.tb01995.x.
5.Bujisic, M., Choi, Y., Parsa, H.G., Krawczyk, M. (2013). Tipping practices in food and beverage operations: a longitudinal study. Journal of Culinary Science and Technology, 3 (11), 241-258. D0I:10.1080/15428052.2013.769871.
6.Conlin, M., Lynn, M., O’Donoghue, T. (2003). The norm of restaurant tipping. Journal of Economic Behavior & Organization, 3 (52), 297-321. DOI:10.1016/S0167-2681(03)00030-1.
7.Crusco A.H., Wentzel, C.G. (1984). The Midas touch: the effects of interpersonal touch on restaurant tipping. Personality and Social Psychology Bulletin, 10, 512-517. DOI:10.1177/0146167284104003.
8.Garrity, K., Degelman, D. (1990). Effect of server introduction on restaurant tipping. Journal of Applied Social Psychology, 2 (20), 168-172. D01:10.1111/j.1559-1816.1990.tb00405.x.
9.González, A.M. (2000). Los valores personales en el comportamiento del consumidor. Revisión de diversas metodologías aplicadas al marketing. Esic Market, 107, 9-36.
10.Green, L., Meyerson, J., Schneider, R. (2003). Is there a magnitude effect in tipping? Psychonomic Bulletin & Review, 2 (10), 381-386. D0I:10.3758/BF03196495.
11.Greenberg, E. (2014). On the complementary and prosocial norms: the case of restaurant tipping during holidays. Journal of Economic Behavior & Organization, 97, 103-112. D0I:10.1016/j.jebo.2013.10.014.
12.Karagiorgakis, A., Malone, D. (2014). The effect of clothing and method of payment on tipping in a bar setting. North American Journal of Psychology, 3 (16), 441-451.
13.Kavak, B., Gumusluoglu, L. (2007). Segmenting Food Markets The Role of Ethnocentrism and Lifestyle In Understanding Purchasing Intentions. International Journal ofMarketing Research, 1 (49), 71-94. D0I:10.1177/147078530704900108.
14.Law, J. (2009). Dictionary of business and management. Oxford: Oxford University Press.
15.DOI:10.1093/acref/9780199234899.001.0001.
16.Lynn, M. (2004). Black-white differences in tipping of various service providers. Journal of Applied Social Psychology, 11 (34), 2261-2271.
17.Lynn, M. (2009). Individual differences in self-attributed motives for tipping: Antecedents, consequences, and implica¬tions. International Journal of Hospitality Management, 3 (28), 432-438. D0I:10.1016/j.ijhm.2008.10.009.
18.Lynn, M. (2015). Service gratuities and tipping: A motivational framework. Journal of Economic Psychology, 2 (46), 74-88. D0I:10.1016/j.joep.2014.12.002.
19.Lynn, M. (2006). Tipping in restaurants and around the globe: an interdisciplinary review. In: M. Altman (ed.), Handbook of contemporary behavioral economics: Foundations and development (pp. 626-643). Armonk-New York: M.E. Sharpe Publishers.
20.Lynn, M., McCall, M. (2000). Gratitude and Gratuity: A meta-analysis of research on the Service-tipping Relationship.
21.Journal of Socio-Economics, 2 (29), 203-214. D0I:10.1016/S1053-5357(00)00062-7.
22.Lynn, M., Sturman, M. (2010). Tipping and Service Quality: A Within-Subjects Analysis. Journal of Hospitality & Tourism Research, 2 (34), 269-275. D0I:10.1177/1096348009350637.
23.Lynn, M., Thomas-Haysbert, C. (2003). Ethnic differences in tipping: evidence, explanations and implications. Journal of Applied Social Psychology, 8 (33), 1747-1772. D0I:10.1111/j.1559-1816.2003.tb01973.x.
24.Rind, B., Strohmetz, D. (2006). Effects of beliefs about future weather conditions on tipping. Journal of Applied Social Psychology, 10 (31), 2160-2164. D0I:10.1111/j.1559-1816.2001.tb00168.x
25.Saayman, M. (2014). To tip or not to tip? African Journal of Hospitality, Tourism and Leisure, 2 (3), 1-15.
26.Saayman, M., Saayman, A. (2015). Understanding tipping behaviour - an economic perspective. Tourism Economics, 2 (21), 247-265. D0I:10.5367/te.2014.0448.
27.Sánchez, A. (2002). The effect of alcohol consumption and patronage frequency on restaurant tipping. Journal of Foodservice Business Research, 3 (5), 19-36. D0I:10.1300/J369v05n03_03.
28.Saunders, S.G., Lynn, M. (2010). Why tip? An empirical investigation for tipping car guards. Journal of Economic Psychology, 1 (31), 106-113.
29.Schwartz, Z. (1997). The economics of tipping: tips, profiles and the market’s demand-supply equilibrium. Tourism Economics, 3, 265-279. DOI:10.1177/135481669700300305.
30.Seiter, J.S. (2007). Ingratiation and gratuity: the effect of complimenting customers on tipping behaviour in restaurants.
31.Journal of Applied Social Psychology, 3 (37), 478-485. D0I:10.1111/j.1559-1816.2007.00169.x.
32.Seiter, J.S., Gass, R.H. (2002). The effect of patriotic messages on restaurant tipping. Journal of Applied Social Psychology, 6 (35) 1197-1205. D0I:10.1111/j.1559-1816.2005.tb02166.x.
33.Seiter, J.S., Weger Jr, H. (2013). Does a customer by any other name tip the same?: The effect of forms of address and customers’ age on gratuities given to food servers in the United States. Journal of Applied Social Psychology, 8 (43), 1592-1598. D0I:10.1111/jasp.12110.
34.Shih, I., Jai, T., Blum, S.C. (2016). Tipping: The case of hotel turndown service. International Journal of Hospitality Management, 5 (55), 129-131. DOI: 10.1016/j.ijhm.2016.03.004.
35.Snyder, M.L. (1976). The inverse relationship between restaurant party size and tip percentage: diffusion or equity?
36.Personality and Social Psychology Bulletin, 2 (3), 308. D01:10.1177/014616727600200323.
37.Zeithaml, V.A. (1981). How consumer evaluation processes differ between goods and services. In: J.H. Donnelly, W.R. George (eds.), Marketing of Services (pp. 186-190). Chicago: American Marketing Association.
38.Zimbardo, P.G., Ruch, F.L. (1977). Psychology and life. Glenviev, Il: Pearson Scott Foresman.