Developing a multidimensional scale of customer-oriented deviance (COD)

Leo, Cheryl & Russell-Bennett, Rebekah (2014) Developing a multidimensional scale of customer-oriented deviance (COD). Journal of Business Research, 67(6), pp. 1218-1225.

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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.

Impact and interest:

2 citations in Scopus
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3 citations in Web of Science®

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ID Code: 72855
Item Type: Journal Article
Refereed: Yes
Keywords: Frontline Employees, Over-servicing, Positive Deviance, Service Encounters
DOI: 10.1016/j.jbusres.2013.04.009
ISSN: 0148-2963
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Consumer-Oriented Product or Service Development (150501)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Deposited On: 17 Jun 2014 06:23
Last Modified: 17 Jun 2014 22:24

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