Seems that there is a general attitude towards tipping, however, I have quite a different approach.
I am from a non-tipping society (Denmark) where tips are almost always included in the bill (as here, atleast in the German part of Switzerland).
Therefore, it is very very seldom that I tip in any occasions and it for sure has to be something very special to call for tipping. By special I am not talking just talking about the service, but everything. Nice service is best rewarded with honesty and compliments for the nice experience it was.
Am I cheap? No, I am fair. Why should I pay for service twice? By all means if service is not included in the bill I will gladly tip the 10 - 20% but otherwise not.
When I moved to Switzerland I did tip (in Basel and Zürich), which more or less made my Swiss friends giggle at me, so it is by far not mandatory to tip.
Besides that if you only get good service because of tipping, the restaurant is anyway not worth supporting. Imagine in any other job (which also has a "real" salary here in Switzerland) that you would only give good service if tipped - if you think this is fair, remember to tip next time in Coop