Exploring the underlying dimensions of tipping behavior in a new generation

Purpose Evidence suggests that new tip assist technology, a proliferation of low-service versus full-service activities, and general cultural confusion have changed tipping behavior. This research examines the potential for tipping behavior change in this new context and in a new generation of consumers. Design/methodology/approach Using a quantitative survey conducted amongst 299 U.S.-based consumers, a hierarchical linear regression model was developed to support the intervening effect of Gen Z mental shortcuts on tipping under various service conditions. Findings The results confirmed that Gen Z consumers utilize heuristic models to decide tipping behavior despite service condition. Further, Gen Z consumers use certain social behaviors as part of the tipping process. Research limitations/implications The results highlight that the tipping process amongst Gen Z consumers is consistent with previous generations in certain aspects, while also pointing to a tipping motivation that is more self-centered. Practical implications Gen Z consumers appear to continue to short-circuit the tipping process with heuristic models despite changes to tipping technologies and modalities. Social implications Stakeholders relying on tips from Gen Z consumers would do well to understand their motivations related to making connections, networking and building relationships, which appear to drive service-focused evaluations. Originality/value This research enters into an ongoing exchange and integration of new standards for tipping by examining specific behaviors that influence tipping in Generation Z. The findings of this research apply a multifaceted model of motivation to a new generation of consumers.