Developing a multidimensional scale of customer-oriented deviance (COD) |
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Authors: | Cheryl Leo Rebekah Russell-Bennett |
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Institution: | 1. Griffith University, Department of Marketing, 170 Kessels Road, Nathan, Queensland 4111, Australia;2. QUT, School of Advertising, Marketing and Public Relations, GPO Box 2434, Brisbane, Queensland 4001, Australia |
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Abstract: | Although frontline employees' bending of organizational rules and norms for customers is an important phenomenon, marketing scholars to date only broadly describe over-servicing behaviors and provide little distinction among deviant behavioral concepts. Drawing on research on pro-social and pro-customer behaviors and on studies of positive deviance, this paper develops and validates a multi-faceted, multi-dimensional construct term customer-oriented deviance. Results from two samples totaling 616 frontline employees (FLEs) in the retail and hospitality industries demonstrate that customer-oriented deviance is a four-dimensional construct with sound psychometric properties. Evidence from a test of a theoretical model of key antecedents establishes nomological validity with empathy/perspective-taking, risk-taking propensity, role conflict, and job autonomy as key predictors. Results show that the dimensions of customer-oriented deviance are distinct and have significant implications for theory and practice. |
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Keywords: | Frontline employees Over-servicing Positive deviance Service encounters |
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