Customer-Oriented Defiance (COD): Exploring Righteous, Sacrificing and Sneaky Behaviours
Files
File version
Version of Record (VoR)
Author(s)
Russell-Bennett, Rebekah
Griffith University Author(s)
Primary Supervisor
Other Supervisors
Editor(s)
Dr Maree Thyne, Dr Kenneth R. Deans, Assoc Prof Juergen Gnoth
Date
Size
File type(s)
Location
Dunedin, New Zealand
License
Abstract
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.
Journal Title
Conference Title
ANZMAC 2007 Conference Proceedings
Book Title
Edition
Volume
Issue
Thesis Type
Degree Program
School
Publisher link
DOI
Patent number
Funder(s)
Grant identifier(s)
Rights Statement
Rights Statement
© The Author(s) 2007. The attached file is reproduced here in accordance with the copyright policy of the publisher. For information about this conference please refer to the conference’s website or contact the author(s).
Item Access Status
Note
Access the data
Related item(s)
Subject
Marketing Management (incl. Strategy and Customer Relations)