Investigating factors driving customer’s tip behaviour: The moderating role of restaurant ambience

Abstract

In this new era of the hospitality and tourism industries, personal income is considered a critical demand for employees, and service tips are a hot topic of discussion. The purpose of this study is to examine the factors that influence customers’ tipping behavior. We collected the data from 213 patrons in Ho Chi Minh City who left tips for the staff after dining at a five-star hotel restaurant. The results demonstrate that a restaurant’s atmosphere and food quality, through the mediation of customer satisfaction, significantly influence tipping behavior. The current study also reveals that restaurant ambiance and the mode of payment have an impact on tipping behavior. Furthermore, the results demonstrate the moderating effect of restaurant atmosphere on service quality and customer satisfaction. These findings provide valuable information for managers in the hospitality industry to improve customer satisfaction and understand tipping behavior.