How uncivil customers corrode the relationship between frontline employees and retailers |
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| Institution: | 1. HEC Montréal, 3000 Chemin de la Côte-Sainte-Catherine, Montreal, QC, H3T 2A7, Canada;2. The Faculty of Industrial Engineering and Management, Technion - Israel Institute of Technology, Technion City, Haifa 3200003, Israel;1. The Ehrenberg Centre for Research in Marketing, London South Bank University, 103 Borough Road, London SE1 OAA, United Kingdom;2. London South Bank University, 103 Borough Road, London SE1 OAA, United Kingdom;1. Royal Holloway, University of London, UK;2. Brunel University, UK;3. Canterbury Christ Church University, UK;1. Rutgers University, School of Business, 227 Penn St., Camden, NJ 08102, United States;2. Villanova University, 800 Lancaster Ave., Villanova, PA 19085, United States;1. IAE Lille (University of Lille), 104 Avenue du Peuple Belge, 59043 Lille, France;2. IAE Lille (University of Lille) – Lille Économie et Management (LEM), 104 Avenue du Peuple Belge, 59043 Lille, France;3. University of Namur – Centre for Research on Consumption and Leisure (CeRCLe), Rempart de la Vierge 8, 5000 Namur, Belgium;1. University of Portsmouth, Department of Marketing and Sales, Faculty of Business and Law, Portland Street, Portsmouth PO1 3DE, UK;2. Lancaster University, Department of Marketing, LUMS, Room D39, Charles Carter Building, Lancaster LA1 4YX, UK |
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| Abstract: | This study investigates the effects of customers’ uncivil treatments on frontline retail employees’ emotions, deviant behaviors and relationship with the retail organization. Our theoretical model is based on both marketing and personnel management literatures. 415 frontline retailing American employees answered our questionnaire. Employees treated uncivilly by customers feel angry but have to hide their negative emotions, which leads them to emotional exhaustion and deviant behaviors. Paradoxically, employees’ strong commitment to their retailing organization brings about more deviant behaviors. We propose some managerial strategies to cope with uncivil customers, as well as future research on this important and under-researched topic. |
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| Keywords: | Uncivil customers Surface acting Emotional exhaustion Organizational deviance Affective commitment |
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