Article ID Journal Published Year Pages File Type
1010196 International Journal of Hospitality Management 2007 5 Pages PDF
Abstract

Numerous experimental studies have shown that touch increases compliance with a request made by the “toucher”. Customer's behavior is also affected by tactile contact. Waiters or waitresses in a bar or in a restaurant were evaluated more positively and received higher tips when they slightly touched the customer than when no tactile contact was used. A new evaluation of the effect of tactile contact was made in a restaurant with 256 patrons. When presenting the menu to a patron, the waiter or the waitress was instructed to make or not make (control condition) a suggestion about a meal. In half of the cases, when making this suggestion, the employee slightly touched the patron on the forearm. Results showed that, compared to a control condition, the suggestion had a positive effect on patron's choice especially when the patron was touched by the employee. Theoretical and practical implication of tactile contact are discussed.

Related Topics
Social Sciences and Humanities Business, Management and Accounting Strategy and Management
Authors
, , ,