Conference paper
Customer-oriented Defiance (COD): Exploring righteous, sacrificing and sneaky behaviours
2007 Australia And New Zealand Marketing Academy Conference (ANZMAC) (Dunedin, New Zealand, 03/12/2007–05/12/2007)
2007
Abstract
This paper qualitatively explores the phenomenon of Customer-Oriented Defiance (COD) and reports the implications to theory and research. The study involves in-depth interviews with 21 frontline service employees. The results show that frontline employees in service industries exhibited COD. They exist in three forms; righteous, sacrificial and sneaky behaviours. The findings provide the foundation for future research and extend existing literature on positive deviance into a services marketing context.
Details
- Title
- Customer-oriented Defiance (COD): Exploring righteous, sacrificing and sneaky behaviours
- Authors/Creators
- C. Leo (Author/Creator)R. Russell-Bennett (Author/Creator)
- Conference
- 2007 Australia And New Zealand Marketing Academy Conference (ANZMAC) (Dunedin, New Zealand, 03/12/2007–05/12/2007)
- Identifiers
- 991005541769507891
- Murdoch Affiliation
- Murdoch University
- Language
- English
- Resource Type
- Conference paper
Metrics
33 File views/ downloads
77 Record Views