Identifying predictors of gratuity purchasing behaviour in non-leisure service settings: A research agenda

This research aims to identify predictors of gratuity purchasing behaviour in non-leisure service settings. Especially, it proposes to assess the service quality of frontline service employees working at the retail stores on the dairy farms to explore whether their service quality may influence the gratuity purchasing behaviour of consumers. Within the positivist research paradigm, a survey methodology is proposed to evaluate the relationship between service quality and gratuity purchasing behaviour. Theoretically, this research will identify potential predictors of gratuity purchasing behaviour in an underexplored, non-leisure service setting. Pragmatically, based on the findings of this research, managers of retail stores on dairy farms may develop internal marketing strategies and design training programmes for improving frontline employee service quality to encourage consumer gratuity purchasing behaviour.