The effects of deviant customer-oriented behaviors on service friendship: The moderating role of co-production

Jin Ho Jung and Jaewon Yoo

Journal of Retailing and Consumer Services, 2019, vol. 48, issue C, 60-69

Abstract: The aim of this paper is to test the effects of deviant customer-oriented behaviors (deviant service adaptation, deviant service communication, and deviant use of resources) on the building of service friendship through customer-based indebtedness perception. Furthermore, this study empirically examines the moderating role of customer co-production in positively enhancing the effect of customer indebtedness on service friendship. Three hundred forty-five completed questionnaires were collected from retail bank customers in the Republic of Korea. Results showed the positive role of deviant customer-oriented behaviors as a type of relationship-building strategy for building commercial relationships with customer-contact employees from the customer’s perspective. Additionally, our findings showed that when co-production is high, the indirect effects of deviant customer-oriented behaviors on service friendship are stronger, suggesting the importance of co-production in strengthening the service friendship. Considering the positive-rebound effect of deviant customer-oriented behaviors, service managers should recruit empathetic employees and allow them to take risks, within an acceptable range, during service-encounter behaviors.

Keywords: Deviant service adaptation; Deviant service communication; Deviant use of resources; Customer indebtedness; Service friendship; Co-production (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:48:y:2019:i:c:p:60-69

DOI: 10.1016/j.jretconser.2019.02.012

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