Journal article
Investigating Customer-Oriented Deviance (COD) from a frontline employee's perspective
Journal of Marketing Management, Vol.28(7-8), pp.865-886
2012
Abstract
While frontline employees (FLEs) are known to bend the rules or act in non-conforming ways for customers, the phenomenon of FLEs over-servicing customers is not well understood. This paper proposes a behavioural concept termed customer-oriented deviance (COD) and a conceptual model of its key drivers. Using a qualitative study involving 22 in-depth interviews with FLEs, the analysis reveals three categories of COD behaviours: deviant service adaptation (DSA), deviant service communication (DSC), and deviant use of resources (DUR). The drivers of COD are categorised as individual (risk-taking, service aptitude, and pro-social moral values), situational (resource availability, social capita with customers, legitimacy of customer problems, and avoidance of hassles), and organisational (unconducive service climate and anticipated rewards). This paper contributes to understanding how and why FLEs over-service customers and extends current research by exploring multiple categories of behaviours within a services marketing context.
Details
- Title
- Investigating Customer-Oriented Deviance (COD) from a frontline employee's perspective
- Authors/Creators
- C. Leo (Author/Creator) - Griffith UniversityR. Russell-Bennett (Author/Creator) - Queensland University of Technology
- Publication Details
- Journal of Marketing Management, Vol.28(7-8), pp.865-886
- Publisher
- Taylor and Francis
- Identifiers
- 991005542909007891
- Copyright
- Westburn Publishers Ltd.
- Murdoch Affiliation
- Murdoch University
- Language
- English
- Resource Type
- Journal article
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