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

    Author(s)
    Leo, CHERYL
    Russell-Bennett, Rebekah
    Griffith University Author(s)
    Leo, Cheryl
    Year published
    2014
    Metadata
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    Abstract
    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 procustomer behaviors and on studies of positive deviance, this paper develops and validates a multifaceted, 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 ...
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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 procustomer behaviors and on studies of positive deviance, this paper develops and validates a multifaceted, 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 constructwith sound psychometric properties. Evidence froma 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.
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    Journal Title
    Journal of Business Research.
    Volume
    67
    Issue
    6
    DOI
    https://doi.org/10.1016/j.jbusres.2013.04.009
    Subject
    Marketing not elsewhere classified
    Marketing
    Publication URI
    http://hdl.handle.net/10072/55924
    Collection
    • Journal articles

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