Rude customers may be lucrative for restaurant servers

August 11, 2017, University of Calgary
Rude customers may be lucrative for restaurant servers
Research at the University of Calgary involved three studies of full-time employees in North America. Credit: iStock photo

Have you ever been out at a restaurant and witnessed a fellow customer being rude to their server? How did it make you feel? Did you react?

According to newly published research from the Haskayne School of Business at the University of Calgary, when customers witness fellow customers mistreat —including behaviours such as sarcasm and looking at smart phones during transactions—it elicits empathy for servers and anger towards the rude customers. These emotional reactions cause witnesses to leave higher tips, leave more positive customer service evaluations and behave friendlier towards victimized than non-victimized servers. The study also shows that the more aggressive the mistreatment, the higher the tips and the more positive the evaluations.

"The most significant finding is that people are willing to financially compensate for the poor behaviour of fellow customers—people who are virtual strangers," says lead researcher Sandy Hershcovis, PhD, from the Haskayne School of Business. "Moreover, customers were friendlier, saying please and thank you more often during the transaction to try to offset the bad behaviour of the previous customer.

"Servers have to live by the mantra 'the customer is always right,' which is really hard when they are faced with rude and demanding customers. The knowledge that maybe there is a hidden benefit—that other customers see this rude behaviour and financially compensate—may be a silver lining."

The results of the study, "When Fellow Customers Behave Badly: Witness Reactions to Employee Mistreatment by Customers," have been published in the Journal of Applied Psychology. The researchers conducted three studies of full-time employees in North America, one of which was a field experiment that looked at real customer reactions to fellow customer mistreatment.

Hershcovis is an associate professor in organizational behaviour and human resources. Her research focuses on understanding the social context of workplace mistreatment such as workplace bullying, incivility, and abusive supervision.

"We hired an actor to pretend to be a rude customer, a server to pretend to be the victim and then we observed how real customers behaved," she says. "While only 11 per cent tried to intervene, 73 per cent of customers said something supportive to the server after the rude customer left the restaurant."

This research is the first to examine how customers react when other customers are rude to servers. It also suggests that servers unfortunately have to put up with the mistreatment in order to gain the benefits.

"One of the findings of our study is that when servers were rude back to the rude , the witnessing customers no longer left higher tips or evaluated the server more positively. When servers take matters into their own hands, customers no longer feel empathetic towards servers and no longer feel the need to compensate for the rude of fellow customers," adds Hershcovis.

Explore further: Rude customers linked to workers' shopping binges

More information: Hershcovis, M. S., & Bhatnagar, N. (2017). When Fellow Customers Behave Badly: Witness Reactions to Employee Mistreatment by Customers. Journal of Applied Psychology. Advance online publication.

Related Stories

Rude customers linked to workers' shopping binges

July 19, 2017

Service workers who face verbal abuse from customers during the workday are more likely to go on unnecessary shopping sprees in the evening, indicates new research co-authored by a Michigan State University business expert.

Bad bosses inspire employees to sabotage customers

October 6, 2015

When faced with rude customers, people in the service sector sometimes exact revenge – but they're much more likely to do so if their boss mistreats them as well, according to a new study by Professor Daniel Skarlicki and ...

Rude employee behavior quietly sabotages the bottom line

September 20, 2011

Insensitive, disrespectful or rude behavior by employees is rampant in US workplaces, yet consumers fail to report the offending workers and instead take their business elsewhere, researchers report in the latest edition ...

Recommended for you

Meteorite source in asteroid belt not a single debris field

February 17, 2019

A new study published online in Meteoritics and Planetary Science finds that our most common meteorites, those known as L chondrites, come from at least two different debris fields in the asteroid belt. The belt contains ...

Diagnosing 'art acne' in Georgia O'Keeffe's paintings

February 17, 2019

Even Georgia O'Keeffe noticed the pin-sized blisters bubbling on the surface of her paintings. For decades, conservationists and scholars assumed these tiny protrusions were grains of sand, kicked up from the New Mexico desert ...

Archaeologists discover Incan tomb in Peru

February 16, 2019

Peruvian archaeologists discovered an Incan tomb in the north of the country where an elite member of the pre-Columbian empire was buried, one of the investigators announced Friday.

Where is the universe hiding its missing mass?

February 15, 2019

Astronomers have spent decades looking for something that sounds like it would be hard to miss: about a third of the "normal" matter in the Universe. New results from NASA's Chandra X-ray Observatory may have helped them ...

What rising seas mean for local economies

February 15, 2019

Impacts from climate change are not always easy to see. But for many local businesses in coastal communities across the United States, the evidence is right outside their doors—or in their parking lots.


Please sign in to add a comment. Registration is free, and takes less than a minute. Read more

Click here to reset your password.
Sign in to get notified via email when new comments are made.