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Achieving favourable customer outcomes through employee deviance

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  • Achilleas Boukis

Abstract

This study advances current knowledge by examining how employee deviance and customer participation during a single employee–customer exchange generate favourable customer responses. This work bridges the employee deviance stream with the service encounter literature and illustrates the importance of equity theory in deviant service exchanges between customers and employees. Moreover, results add to the ongoing debate on service nepotism by canvassing the consequences from the customer’s active participation in deviant exchanges which appears to enhance customer perceptions of the exchange. A 3 × 2 between-subjects experimental design was adopted which manipulates three types of pro-customer deviance along with customer’s participation (or not) to the exchange. The dependent variables capture three types of perceived customer justice (cognitive outcomes) and customer’s affective state (affective outcome). Findings illustrate that customers approve employees’ deviance for their own benefit while also indicate favourable outcomes from deviant exchanges with employees such as higher perceived justice and a more positive affective state. The article concludes with a discussion of the theoretical and managerial implications, limitations and research directions that emerge from this study.

Suggested Citation

  • Achilleas Boukis, 2016. "Achieving favourable customer outcomes through employee deviance," The Service Industries Journal, Taylor & Francis Journals, vol. 36(7-8), pages 319-338, June.
  • Handle: RePEc:taf:servic:v:36:y:2016:i:7-8:p:319-338
    DOI: 10.1080/02642069.2016.1219722
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    References listed on IDEAS

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    Cited by:

    1. 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.
    2. 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.
    3. Kim, Kyungyeol (Anthony) & Byon, Kevin K., 2018. "A mechanism of mutually beneficial relationships between employees and consumers: A dyadic analysis of employee–consumer interaction," Sport Management Review, Elsevier, vol. 21(5), pages 582-595.

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