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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 U nited S tates
Author(s) -
Seiter John S.,
Weger Harry
Publication year - 2013
Publication title -
journal of applied social psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.822
H-Index - 111
eISSN - 1559-1816
pISSN - 0021-9029
DOI - 10.1111/jasp.12110
Subject(s) - server , internet privacy , service (business) , business , advertising , food service , marketing , psychology , computer science , world wide web
This study examined whether different forms of address used by food servers were related to customers' tipping behavior. Food servers addressed diners who paid with credit cards by their first names, titles plus last names, sir/ma'am, or no address. Results indicated that when food servers personalized their service by addressing their customers by name, they earned significantly higher tips than when they used less immediate forms of address, although customers' estimated age mediated these results.