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The effect of customer-initiated justice on customer-oriented behaviors

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  • Jung, Jin Ho
  • Brown, Tom J.
  • Zablah, Alex R.

Abstract

Researchers have been thorough in their examination of the influence of organizational factors (e.g., supervisors, climate) on employees' perceptions of justice in the workplace. However, much less effort has been directed toward understanding how factors external to the organization – namely, customers – influence perceived justice. This represents an important omission because frontline employees are often held accountable for customer satisfaction which, ultimately, may depend on customers' initial treatment of frontline employees. The research reported herein explores this possibility by proposing that (1) customer interpersonal justice enhances employee-customer fit, (2) customer informational justice increases both employee-customer fit and self-efficacy, and (3) employee-customer fit and self-efficacy interact in prediction of frontline employee customer-oriented behaviors. The results affirm the proposed relationships and thus provide initial evidence that employee-customer fit and self-efficacy mediate the effects of perceived customer-justice on customer-oriented behaviors; the implications of these findings for theory and practice are discussed.

Suggested Citation

  • Jung, Jin Ho & Brown, Tom J. & Zablah, Alex R., 2017. "The effect of customer-initiated justice on customer-oriented behaviors," Journal of Business Research, Elsevier, vol. 71(C), pages 38-46.
  • Handle: RePEc:eee:jbrese:v:71:y:2017:i:c:p:38-46
    DOI: 10.1016/j.jbusres.2016.10.019
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    References listed on IDEAS

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    1. Rupp, Deborah E. & Shao, Ruodan & Jones, Kisha S. & Liao, Hui, 2014. "The utility of a multifoci approach to the study of organizational justice: A meta-analytic investigation into the consideration of normative rules, moral accountability, bandwidth-fidelity, and socia," Organizational Behavior and Human Decision Processes, Elsevier, vol. 123(2), pages 159-185.
    2. Rapp, Adam & Baker, Thomas L. & Bachrach, Daniel G. & Ogilvie, Jessica & Beitelspacher, Lauren Skinner, 2015. "Perceived customer showrooming behavior and the effect on retail salesperson self-efficacy and performance," Journal of Retailing, Elsevier, vol. 91(2), pages 358-369.
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    4. Yi, Youjae & Nataraajan, Rajan & Gong, Taeshik, 2011. "Customer participation and citizenship behavioral influences on employee performance, satisfaction, commitment, and turnover intention," Journal of Business Research, Elsevier, vol. 64(1), pages 87-95, January.
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    Cited by:

    1. van Esch, Patrick & Arli, Denni & Gheshlaghi, Mahnaz Haji, 2020. "Creating an effective self-managed service climate for frontline service employees," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).

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