“Felt good, lie or not!”: the impact of flattery on consumer’s dining behaviours

Purpose This study explores the impact of flattery in restaurant settings, focusing on customer perceptions and behaviours. Design/methodology/approach The data were collected through snowball sampling technique. Using qualitative interviews with 25 participants, the research examines how flattery influences satisfaction, loyalty, and tipping. Findings Thematic analysis reveals that sincere and personalized flattery enhances positive emotions and loyalty, while insincere or excessive flattery often leads to scepticism and discomfort. Despite this, some participants reported positive emotional responses even when recognizing flattery as insincere. Findings highlight flattery’s dual nature and its potential to foster tipping and repeat patronage when used thoughtfully. Practical implications emphasize staff training and cultural sensitivity. Originality/value This study fills a gap in the literature by exploring the psychological and social dimensions of flattery in service settings, moving beyond tipping and loyalty. It examines how sincerity and context shape customer perceptions, emotions, and behaviour. By comparing flattery with other service strategies like small talk and personalized recommendations, it provides a more nuanced view of customer engagement. The findings extend beyond restaurants, offering broader insights for hospitality, retail, and service industries.