Michael McCall

Gratitude and gratuity: a meta-analysis of research on the service-tipping relationship ☆

Abstract The relationship between tip size and evaluations of the service was assessed in a meta-analysis of seven published and six unpublished studies involving 2547 dining parties at 20 different restaurants. Consistent with theories about equity motivation and the economic functions of tipping, there was a positive and statistically significant relationship between tip size and service evaluations. However, that relationship was much smaller than is generally supposed. The confounding effects of customer mood and patronage frequency as well as the reverse-causality effects of server favoritism toward big tippers were all examined and shown to be insufficient explanations for the correlation between tipping and service evaluations. These findings suggest that tippers are concerned about equitable economic relationships with servers, but that equity effects may be too weak for tip size to serve as a valid measure of server performance or for tipping to serve as an effective incentive for delivering good service.

The Drivers of Loyalty Program Success: An Organizing Framework and Research Agenda

Despite the proliferation of loyalty programs over the past three decades, evidence regarding their effectiveness in cementing customer loyalty remains mixed and often inconsistent. The current lack of understanding of what factors drive a successful loyalty program represents an important knowledge gap. Accordingly, this review (1) organizes current thinking on loyalty program management and (2) outlines an agenda for future research. This review is organized around three categories of drivers that affect loyalty program effectiveness: program structure, reward structure, and customer factors. In synthesizing this body of research, this review identifies important research questions that offer opportunities for hospitality managers and academic researchers to collaborate on a mutually beneficial topic that has both theoretical and practical importance.

The Effects of Restaurant Menu Item Descriptions on Perceptions of Quality, Price, and Purchase Intention

ABSTRACT The restaurant menu sits at the core of a restaurants strategy. A variety of suggestions have been made as to how restaurants should “manage” their menus: Some are derived empirically; others are driven intuitively without supporting evidence. This research note examines how menu description complexity can increase perceptions of item quality, expected price, and selection likelihood. It is recommended that restaurateurs would benefit significantly by carefully crafting menu descriptions that emphasize food preparation.

Credit cues and impression management: a preliminary attempt to explain the credit card effect.

Prior research had suggested that individuals would estimate higher product values and even tip more in the presence of credit cues. In the absence of a clear theoretical interpretation of this credit card effect we propose that this tendency is an impression management strategy such that credit cue exposure influences perceptions of the self and focuses attention on individual wealth. Thus, in the presence of others, credit cues serve to enhance images of the self. Preliminary data in support of this alternative theoretical perspective are presented.

Orientation, Outcome, and Other-Serving Attributions

In this research, I examined the role of a communal orientation in producing other-serving attributional biases often found in jointly produced performance tasks. I hypothesized that the other-serving attributional responses, which are commonly found in dyadic decision-making tasks, originate from dispositional qualities that reflected an other-oriented construal of the self. Subjects completed a Communal Orientation Scale that purports to measure a dispositional tendency toward communal relationships with others. Next, they participated in a joint decision-making task with a partner for which they were given success or failure feedback. Then, subjects attributed responsibility for that performance. Results support the dispositional orientation hypothesis. Subjects who scored high in a communal orientation toward others gave more credit to their partners after a successful performance and blamed them less following failure. Attributions to the self remained unaffected by communal orientation. Implications...

Value, Quality, and Price Knowledge as Predictors of Restaurant Price Sensitivity

Price sensitivity has long been an important consideration for marketers and is particularly salient in the restaurant sector of the hospitality industry. However, an important question has always been whether beliefs about price-quality relationships, value, and price-consciousness predict more domain-specific aspects of price sensitivity. This article explores the relationship between these more general beliefs regarding price-quality relationships, bargain hunting, shopping behavior and price consciousness, and restaurant price sensitivity. A sample of 106 consumers completed an online survey regarding general attitudes toward value, shopping, price consciousness, price knowledge, and restaurant price sensitivity. Results indicated that bargain shopping, price knowledge, and price-quality beliefs were significant predictors of restaurant price sensitivity. Price-sensitive consumers are likely to be value-conscious consumers as well. It was suggested that restaurateurs might segment these price-sensitive consumers and appeal to their appreciation of bargains, coupons, discounts, and other value-based promotions.

A framework for understanding consumptive delay: rebate proneness and redemption

Purpose – In this paper the authors seek to develop a measure that can identify those customers who might best be described as rebate prone, and to link rebate proneness to behavioral usage of rebate offers, intentions to use rebate offers in the future, attitudes towards using rebates as a way to try new products, and finally, the tendency to complete the rebate transaction.Design/methodology – In study 1, college students enrolled in marketing classes at two large state universities were asked to complete a brief online survey regarding their attitudes towards rebates as a promotional tool as well as shopping behaviors and attitudes towards shopping. Study 2 replicated study 1 using a mall intercept approach.Findings – Confirmatory factor analyses of the measure of rebate proneness demonstrated substantial psychometric validity and yielded acceptable levels of internal consistency. In both studies, rebate proneness was significantly and positively related to behavioral, intentional and attitudinal appro...

Limiting Underage Alcohol Purchases: An Application of the Consumer Decision Model

The consumer decision-making model is applied to store clerks faced with determining which customers should be carded for the purchase of alcohol. Manipulated decisional time pressure induced either a vigilant (high involvement) or hypervigilant (low involvement) decision state. Clerks (N = 256) rated four combined shopper–product profiles under conditions of high or low time pressure and assessed the likelihood that the shopper would be carded. Results indicated that increased time pressure reduced the likelihood of being required to present identification and that males were least likely to be asked for identification under high time pressure. The managerial implications and utility of the consumer decision model for enhancing compliance with minimum legal drinking age laws are considered.

Sex of respondent and credit attitudes as predictors of credit card use and debt payment.

Researchers have suggested there may be sex differences in attitudes towards credit card possession and use. Undergraduates, 41 men and 41 women, completed a survey regarding their attitudes towards credit, credit card use, and repayment. Analysis indicated sex played a significant moderating role between number of credit cards used and the importance of paying off monthly balances. Women possessed more credit cards than men and engaged in more frequent shopping. Number of credit cards increased with paying off of monthly balances. Data are discussed in terms of the importance of managing credit card debt in an increasingly cashless society.