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

Resource type
Authors/contributors
Title
Developing a multidimensional scale of customer-oriented deviance (COD)
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. © 2013 Elsevier Inc.
Publication
Journal of Business Research
Volume
67
Issue
6
Pages
1218-1225
Date
2014
Language
English
DOI
10.1016/j.jbusres.2013.04.009
ISSN
0148-2963
Archive
Scopus
Library Catalog
Scopus
Citation
Leo, C., & Russell-Bennett, R. (2014). Developing a multidimensional scale of customer-oriented deviance (COD). Journal of Business Research, 67(6), 1218–1225. Scopus. https://doi.org/10.1016/j.jbusres.2013.04.009