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The consequences of customer-oriented constructive deviance in luxury-hotel restaurants

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  • Gong, Taeshik
  • Wang, Chen-Ya
  • Lee, Kangcheol

Abstract

Prior research has illustrated the antecedents of customer-oriented constructive deviance. However, research on their consequences has been limited. To clarify the relationship between customer-oriented constructive deviance and its outcome, the present study is based on affective event theory and posits that customer-oriented constructive deviance predicts customer gratitude and employee guilt, which in turn lead to customer and employee satisfaction and loyalty, respectively. This research also investigates how service and ethical climates moderate these relationships. Based on a dataset comprising 223 matched employee–customer pairs collected from luxury hotel restaurants, we found that customer-oriented constructive deviance is positively related to customer loyalty, but negatively related to employee loyalty. Furthermore, service and ethical climates are found to have disparate impacts on these relationships. Our findings call attention to a potential risk that managers should be aware of when they manage customer-oriented constructive deviance to achieve greater customer service.

Suggested Citation

  • 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).
    • Handle: RePEc:eee:joreco:v:57:y:2020:i:c:s0969698920312625
    DOI: 10.1016/j.jretconser.2020.102254
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    References listed on IDEAS

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    4. Hugo Palácios & Helena de Almeida & Maria José Sousa, 2021. "A Bibliometric Analysis of Service Climate as a Sustainable Competitive Advantage in Hospitality," Sustainability, MDPI, vol. 13(21), pages 1-27, November.
    5. Tekmen, Esra Erenler & Kaptangil, Kerem, 2022. "The Determinants of Constructive Deviant Behaviour of Frontline Tourism Employees: An Exploration with Perceived Supervisory Support and Intrinsic Motivation," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 10(1), pages 58-74.
    6. Adilah Othman & Hasnizam Shaari & Siti Noor Aishah Mohd Sidik, 2024. "Brand Supportive Behavior among Insurance Agents in Malaysia," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(8), pages 4558-4574, August.

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