| Autor: |
Zachary W. Brewster, Kenneth Gourlay |
| Rok vydání: |
2021 |
| Předmět: |
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| Zdroj: |
International Journal of Hospitality Management. 99:103068 |
| ISSN: |
0278-4319 |
| DOI: |
10.1016/j.ijhm.2021.103068 |
| Popis: |
Masks have become the custom among restaurant workers and bartenders as a form of protection against COVID-19. Yet, given the rapid introduction of masks to the uniforms of restaurant servers there is a dearth of extant scholarship that has explored the effects of face coverings on customers’ behaviors. In response, this research offers a preliminary test of the effect of server masks on a common consumer behavior in the full-service restaurant industry—tipping. We review theoretical and empirical reasons suggesting that a mask may have a negative effect on customers’ tipping practices. Potential mask effects on tipping are then explored with a survey experiment that was administered to a large and diverse sample of Amazon Mechanical Turk “workers.” Our results suggest that wearing a mask is not likely to, on average, have a meaningful effect on how much restaurant customers tip their servers. However, we do observe a negative indirect effect of a mask on customer reported tip amount through diminished perceptions of a hypothetical servers’ friendliness. This effect was found to be attenuated among those who are altruistically motivated to tip servers as a way to help them financially. The implications of our results and directions for future research are discussed. |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
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Full Text from ScienceDirect