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dc.contributor.authorLeo, CHERYLen_US
dc.contributor.authorRussell-Bennett, Rebekahen_US
dc.date.accessioned2017-05-03T14:57:47Z
dc.date.available2017-05-03T14:57:47Z
dc.date.issued2012en_US
dc.date.modified2013-06-11T00:47:57Z
dc.identifier.issn14721376en_US
dc.identifier.doi10.1080/0267257X.2012.698636en_US
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.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_US
dc.languageEnglishen_US
dc.language.isoen_US
dc.publisherRoutledgeen_US
dc.publisher.placeUnited Kingdomen_US
dc.relation.ispartofstudentpublicationNen_US
dc.relation.ispartofpagefrom865en_US
dc.relation.ispartofpageto886en_US
dc.relation.ispartofissue7-8en_US
dc.relation.ispartofjournalJournal of Marketing Managementen_US
dc.relation.ispartofvolume28en_US
dc.rights.retentionYen_US
dc.subject.fieldofresearchMarketing not elsewhere classifieden_US
dc.subject.fieldofresearchcode150599en_US
dc.titleInvestigating Customer-Oriented Deviance (COD) from a frontline employee's perspectiveen_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
gro.facultyGriffith Business School, Department of Marketingen_US
gro.date.issued2012
gro.hasfulltextNo Full Text


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