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Buyer Monitoring by Tipping as an Instrument to Ensure Service Quality

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abstract The evaluation of intangible, personalized service is a challenge for employers. Marketing researchers evaluate the employees' performance by focusing on motivational control methods. This study identifies four motives underlying the tipping behavior. These motives are verified in a comprehensive survey regarding their significant effects on the tip amount. The emotional component is analyzed in addition to the rational decision process. There is empirical evidence that tipping as long as it is a rational decision represents an evaluation of human behavior, thus service quality. This finding justifies tipping as a buyer monitoring instrument to evaluate and reward intangible, personalized service.
   
type conference paper (English)
   
keywords
   
name of conference 40h EMAC Annual Conference 2011 (Ljubliana)
date of conference 24-5-2011
title of proceedings The Day After - Inspiration, Innovation, Implementation
publisher European Marketing Academy (BrĂ¼ssel)
review double-blind review
   
profile area SoM - Business Innovation
citation van Tilburg, M., Lieven, T., & Tomczak, T. (2011). Buyer Monitoring by Tipping as an Instrument to Ensure Service Quality. In The Day After - Inspiration, Innovation, Implementation. BrĂ¼ssel: European Marketing Academy.