A Study on the Influence of Tips Attitude and Service Charges Perceived Value on the Willingness of Tipping-An Empirical case of Taichung City Residents

• Main Authors: HUANG,JIAN-FONG, 黃建豐
• Other Authors: CHU, JUI-YUAN
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/p4em8v

碩士 === 朝陽科技大學 === 休閒事業管理系 === 107 === Taiwan's accommodation and catering industry's low salary improvement, in addition to the issue of salary adjustment; the willingness of the people to pay tips and the influencing factors should also be worthy of discussion in the Taiwan accommodation and catering industry. In this study, 400 questionnaires were sent to the people of Taichung City. The effective questionnaire was 379, and the effective recovery rate was 94.75%. There are more women of gender; 20 to 25 years old; education has more universities; marital status is single; average income is 25001 to 35000; The attitude of tipping is medium to high, and the emotional facet is the highest; the perceived value of service fee is slightly lower, and its functional value is the highest; the willingness to pay is higher. Age, marital status and average monthly income were significantly different in tipping attitude; age and marital status were significantly different in the perceived value of service fees; marital status was significantly different in the willingness to pay tips. The tipping attitude and the perceived value of the service fee have a significant positive impact on the willingness to pay the tip, and the tipping attitude has the highest positive impact. The results of the study suggest that operators of special service service styles can try to set up a tip box; and the government should use the propaganda or school to educate the public to clarify the concept of service fees and tips.