Customer-oriented Defiance (COD): Exploring Righteous, Sacrificing and Sneaky Behaviours
Leo, Cheryl & Russell-Bennett, Rebekah (2007) Customer-oriented Defiance (COD): Exploring Righteous, Sacrificing and Sneaky Behaviours. In 2007 Australia And New Zealand Marketing Academy Conference (ANZMAC), 3-5 December 2007, Dunedin, New Zealand.
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.
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|Item Type:||Conference Paper|
|Additional Information:||The contents of this conference can be freely accessed online via the conference's web page (see hypertext link).|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
|Copyright Owner:||Copyright 2007 (please consult author)|
|Deposited On:||25 Aug 2008|
|Last Modified:||29 Feb 2012 23:32|
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