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Restaurant Customers Often Aren’t Crazy About Automatic Gratuities
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psychcentral.comJournal of Services Marketing, are based on four separate studies.“We thought if service quality was high, people wouldn’t care if an automatic service charge was added to their bill,” said Dr.
Jeff Joireman, the study’s co-author and professor and chair of the Department of Marketing and International Business at the Carson College of Business at Washington State University (WSU).But regardless of whether customers had a good or bad experience, they reacted negatively when their bill came with a mandatory tip, preventing them from leaving the gratuity themselves.In fact, customers with the best dining experiences expressed the most dissatisfaction with automatic gratuities.“People think non-voluntary tipping systems are unpopular because.
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