Customers hate tipping before they're served – and asking makes them less likely to return
- Written by Nathan B. Warren, Ph.D. Candidate, Marketing, University of Oregon
Imagine you’re in line at a coffee shop. You order your usual cappuccino and swipe your credit card to pay. Then the cashier swivels a little screen that prompts you for a tip – before the espresso shot is pulled or a drop of milk steamed.
Do you tip more, perhaps hoping that it will lead to a better drink? Or less or none at all,...