The ethical edge: Unveiling the power of virtuousness in retailing from employees’ perspectives

Kathrin Mayr and Christoph Teller

Journal of Retailing and Consumer Services, 2024, vol. 81, issue C

Abstract: Virtue ethics is a central pillar for business success, yet remains unexplored in retailing as research targets primarily unethical or negative deviant customer behaviour. By revealing forms of virtuous, positively deviating customer behaviours and their consequences, we aim to uncover new possibilities for motivating employees to remain in their jobs, which holds special relevance in times of labour scarcity. Our findings highlight the importance of virtuous customer behaviour in strengthening intrinsic motivation, self-efficacy, wellbeing and retention among employees.

Keywords: Virtuous customer behaviour; Positive customer deviance; Employees' intention to stay in the job; Retail management (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:81:y:2024:i:c:s0969698924003217

DOI: 10.1016/j.jretconser.2024.104025

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