The present study investigated the consumer behavior of tipping in the restaurant context. The methodology involved depth interviews with waitpersons in a representative sample of restaurant categories (diners, four star restaurants, etc.). Tipping was perceived to be a function of individual factors of the consumer, quality of service provided, and situational factors. Knowledge of the tipping custom was perceived as the primary individual factor that affected tipping behavior. Quality of service was discussed in terms of actual service provided and rapport with the customers that enhanced the dining experience. Situational factors included size of party and perceived social pressure to tip well in front of others.
These exploratory findings will lead to future qualitative and quantitative research on this neglected consumer behavior.