Journal article
Do consumers use tipping to monitor service? Role of power and embarrassment
Journal of retailing and consumer services, v 56, 102159
Sep 2020
Featured in Collection : UN Sustainable Development Goals @ Drexel
Abstract
Tipping is regarded as a buyer monitoring mechanism. By rewarding good service (by giving larger tips), and punishing bad service (by giving smaller tips), consumers can contribute to enhance service quality. However, in this paper, we show that not all consumers use tipping to evaluate service. In three experiments, we demonstrate that based on the level of power consumers feel they have, they punish/reward service differently. Specifically, we show that low-power consumers are less likely than high-power consumers to punish poor service quality (Studies 1 and 2). We find that leaving small tips (in low service quality scenarios) makes low-power consumers anticipate embarrassment. These anticipations mediate the interaction effect of service quality and power on consumer tip size (Study 3).
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Details
- Title
- Do consumers use tipping to monitor service? Role of power and embarrassment
- Creators
- Jeonggyu Lee - Soongsil UniversityAnubhav Aggarwal - Iona CollegeHoori Rafieian - Fordham UniversityDaniel Korschun - Drexel University
- Publication Details
- Journal of retailing and consumer services, v 56, 102159
- Publisher
- Elsevier
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Marketing
- Web of Science ID
- WOS:000550289400017
- Scopus ID
- 2-s2.0-85086593329
- Other Identifier
- 991019169593704721
UN Sustainable Development Goals (SDGs)
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- Collaboration types
- Domestic collaboration
- International collaboration
- Web of Science research areas
- Business