Buyer Monitoring by Tipping as an Instrument to Ensure Service Quality
Type
conference paper
Date Issued
2011-05-24
Author(s)
Abstract
The evaluation of intangible, personalized service is a challenge for employers. Marketing researchers evaluate the employees' performance by focusing on motivational control methods. This study identifies four motives underlying the tipping behavior. These motives are verified in a comprehensive survey regarding their significant effects on the tip amount. The emotional component is analyzed in addition to the rational decision process. There is empirical evidence that tipping as long as it is a rational decision represents an evaluation of human behavior, thus service quality. This finding justifies tipping as a buyer monitoring instrument to evaluate and reward intangible, personalized service.
Language
English
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Refereed
Yes
Book title
The Day After - Inspiration, Innovation, Implementation
Publisher
European Marketing Academy
Publisher place
Brüssel
Event Title
40h European Marketing Academy (EMAC) Annual Conference
Event Location
Ljubljana, Slovenia
Event Date
24.-27.05.2011
Subject(s)
Eprints ID
207386