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THE EFFECTS OF REGULATORY FOCUS & GUIDELINE ON TIPPING BEHAVIOR

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Abstract

This research explores the influence of regulatory focus (RF) orientations (promotion or prevention) on tipping behavior and negative WOM intention (NWI) in service failures. Three studies measuring chronic (Study 1) or manipulating (Studies 2 & 3) RF orientations present different effects on tip size and NWI. Study 1 shows that there is a negative correlation between prevention attitudes and tip sizes but this effect was not significant for promotion orientations. Furthermore, both orientations correlated positively with NWI. Study 2’s shows an effect mimicking Study 1’s results, although the results did not reach significance at p = .05. Study 3 included tipping guideline as a moderator. Results concluded with the same directional patterns observed in previous studies, although the presence of a gratuity guideline did not affect the relationship between RF orientations and tip size. The unexpected results and potential implications for practitioners and researchers are discussed.

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63 pages

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2023-08

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Keywords

gratuity guidelines; motivational strategy; regulatory focus; service failure; tipping behavior; word of mouth

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Committee Chair

Ozanne Lebret, Marie

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Committee Member

Chun, Hae Eun

Degree Discipline

Hotel Administration

Degree Name

M.S., Hotel Administration

Degree Level

Master of Science

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Government Document

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dissertation or thesis

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