To tip or not to tip

: demographic, behavioral, and cultural drivers of tipping practices in Russia

Abstract

Tipping is a widespread yet complex practice that plays a central role in the hospitality industry. It is simultaneously an economic exchange, a social norm, and a signal of customer satisfaction. While tipping has been extensively researched in the United States and parts of Western Europe, there is a notable lack of empirical evidence from Russia and Eastern Europe, despite the cultural and economic differences that shape hospitality practices in these regions. This thesis addresses this gap by investigating tipping behavior in Russian restaurants. The study is guided by three research questions: What factors influence whether customers leave a tip in Russian restaurants? What factors determine the amount tipped by customers? How do demographic, behavioral, and perceptual variables interact in explaining tipping behavior? To answer these questions, a structured online survey was conducted among restaurant customers in Russia between February and March 2025, yielding 69 valid responses. The data were analyzed using descriptive statistics, logistic regression, and multiple linear regression. The findings indicate that behavioral and contextual factors - such as group size, bill payer, and dining frequency - play the most significant role in shaping tipping behavior. Demographic factors (age, gender, education) were not significant predictors of tip amounts, while perceptual factors showed mixed results: service quality had a positive effect, but food quality and cleanliness did not. By addressing an underexplored context, this study confirms some international findings while challenging others, thereby contributing to the broader literature on tipping behavior and offering practical insights for restaurant managers in Russia.

Date of Award	23 Oct 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Daniel Fernandes (Supervisor)