EFFECT OF SERVERS THANK-YOU AND PERSONALIZATION ON RESTAURANT TIPPING

Servers in restaurants frequently use the tactic of writing ''thank yo u'' on the backs of checks before delivering them to dining parties. S ervers also frequently personalize their interaction with dining parti es by signing their first name below the gratitude message. The effect iveness of these tactics in increasing tips was examined. In a field e xperiment conducted in an upscale restaurant in a large Northeastern c ity, a server wrote on the backs of the checks either nothing, ''thank you,'' or ''thank you'' plus her first name. The addition of ''thank you'' increased tip percentages, although personalization by adding he r first name had no effect. It was concluded that the commonly employe d low-cost tactic of expressing gratitude to customers by writing ''th ank you'' on the check can produce a worthwhile return.