Gold Is the Midas Touch of Tipping

Gold Is the Midas Touch of Tipping

February 3, 2019

A study published in the March 2018 Journal of the Academy of Marketing Sciences reported that the color gold in restaurants can lead to a higher tip for the wait staff.

Previous studies have demonstrated a weak relationship between good service and tip size. In this study, the researchers compared the effect on tip size by varying the color of tablecloths (white vs. gold) and billing folders (black vs. gold).

Black folders resulted in an average tip of 18.9%, while gold folders had an average of 21.5% in tips.

This post is based on the Marketwatch article, A touch of gold in a restaurant means fatter tips, by Na Young Lee, January 18, 2019; and the Journal of the Academy of Marketing Sciences article, Hey big spender! A golden (color) atmospheric effect on tipping behavior, by N.Y. Lee, S.M. Noble, and D. Biswas, March 2018. Image source: JGI/Jamie Grill/Getty Images.

Discussion Questions:

1. How can the study results be used to improve restaurant operations?

Guidance: At first, this appears to be a marketing study.  And it is!  But students should also see that marketing information can be used to create a more profitable service Continue reading

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New Rangers Stadium Raises the Roof

New Rangers Stadium Raises the Roof

October 7, 2018

The new Texas Rangers baseball stadium, set to open in 2020, has been designed to create an outdoor experience even when the retractable roof is closed.

Fans will feel closer to the field and have fewer sight line obstructions.  The park is designed to give fans a more intimate experience.


Video Spotlight: New renderings of Globe Life Field in Arlington


This post is based on the Dallas News article, Rangers fans will be much closer to field when new Globe Life Field opens in 2020, by Loyd Brumfield, September 18, 2018; and the YouTube video, New renderings of Globe Life Field in Arlington, by The Dallas Morning News, September 21, 2017. Image source: David Lee/Shutterstock.

Discussion Questions:

1. Based on the video spotlight, describe how the facility layout creates a positive servicescape.

Guidance: Students should review the elements of a servicescape.  Ask the students to list the elements of the servicescape and how the new stadium design satisfies each element.

2. What are other facility design components that should be addressed to create a more intimate experience for the fans?

Guidance: Students should review service design and facility layout concepts.  This Continue reading

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