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

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  • Leo, Cheryl
  • Russell-Bennett, Rebekah

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 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.

Suggested Citation

  • Leo, Cheryl & Russell-Bennett, Rebekah, 2014. "Developing a multidimensional scale of customer-oriented deviance (COD)," Journal of Business Research, Elsevier, vol. 67(6), pages 1218-1225.
    • Handle: RePEc:eee:jbrese:v:67:y:2014:i:6:p:1218-1225
    DOI: 10.1016/j.jbusres.2013.04.009
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    References listed on IDEAS

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    1. Arnold, Mark J. & Reynolds, Kristy E. & Ponder, Nicole & Lueg, Jason E., 2005. "Customer delight in a retail context: investigating delightful and terrible shopping experiences," Journal of Business Research, Elsevier, vol. 58(8), pages 1132-1145, August.
    2. Sparks, Beverley A. & McColl-Kennedy, Janet R., 2001. "Justice strategy options for increased customer satisfaction in a services recovery setting," Journal of Business Research, Elsevier, vol. 54(3), pages 209-218, December.
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    Cited by:

    1. Mortimer, Gary & Fazal-e-Hasan, Syed Muhammad & Strebel, Judi, 2021. "Examining the consequences of customer-oriented deviance in retail," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    2. Aftab Alam, Muhammad & Rooney, David & Taylor, Murray, 2022. "Measuring Inter-Firm Openness in Innovation Ecosystems," Journal of Business Research, Elsevier, vol. 138(C), pages 436-456.
    3. Jung, Jin Ho & Yoo, Jaewon, 2019. "The effects of deviant customer-oriented behaviors on service friendship: The moderating role of co-production," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 60-69.
    4. Gong, Taeshik & Wang, Chen-Ya & Lee, Kangcheol, 2020. "The consequences of customer-oriented constructive deviance in luxury-hotel restaurants," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    5. Chi, Nai-Wen & Chen, Pei-Chi, 2019. "Relationship matters: How relational factors moderate the effects of emotional labor on long-term customer outcomes," Journal of Business Research, Elsevier, vol. 95(C), pages 277-291.
    6. Plé, Loïc & Demangeot, Catherine, 2020. "Social contagion of online and offline deviant behaviors and its value outcomes: The case of tourism ecosystems," Journal of Business Research, Elsevier, vol. 117(C), pages 886-896.
    7. Tierney, Kieran D. & Oswald Karpen, Ingo & Westberg, Kate, 2022. "Brand meaning and institutional work: The light and dark sides of service employee practices," Journal of Business Research, Elsevier, vol. 151(C), pages 244-256.

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