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dc.contributor.authorLeo, CHERYL
dc.contributor.authorRussell-Bennett, Rebekah
dc.date.accessioned2017-05-03T14:57:47Z
dc.date.available2017-05-03T14:57:47Z
dc.date.issued2012
dc.date.modified2013-06-11T00:47:57Z
dc.identifier.issn14721376
dc.identifier.doi10.1080/0267257X.2012.698636
dc.identifier.urihttp://hdl.handle.net/10072/47185
dc.description.abstractWhile 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.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoeng
dc.publisherRoutledge
dc.publisher.placeUnited Kingdom
dc.relation.ispartofstudentpublicationN
dc.relation.ispartofpagefrom865
dc.relation.ispartofpageto886
dc.relation.ispartofissue7-8
dc.relation.ispartofjournalJournal of Marketing Management
dc.relation.ispartofvolume28
dc.rights.retentionY
dc.subject.fieldofresearchMarketing not elsewhere classified
dc.subject.fieldofresearchBusiness and Management
dc.subject.fieldofresearchCommercial Services
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchcode150599
dc.subject.fieldofresearchcode1503
dc.subject.fieldofresearchcode1504
dc.subject.fieldofresearchcode1505
dc.titleInvestigating Customer-Oriented Deviance (COD) from a frontline employee's perspective
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.facultyGriffith Business School, Department of Marketing
gro.date.issued2012
gro.hasfulltextNo Full Text
gro.griffith.authorLeo, Cheryl


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