Linking employee and customer misbehaviour: The moderating role of past misdemeanours

Abstract

Traditionally, studies that examine the activities of misbehaving employees and customers have done so in a separate and unrelated manner. Drawing on research that explores deviance amplifications and deviant learning, the current study aims to address this identified gap in the literature and provide empirical evidence of the linkages between perceived employee deviance and the severity of customer misbehaviour. Utilising equity, power and differential association theories, a conceptual model is forwarded comprising four hypotheses between the constructs: perceived employee service deviance; customer repatronage intent; severity of customer misbehaviour; and past customer misbehaviour. Using survey responses from 380 consumers of bars, hotels and restaurants, the empirical results offer support for the forwarded research model. The results show that customers perceiving employee misbehaviour are profoundly affected. Such experiences erode their repatronage intentions and are linked (directly and indirectly) to the severity of dysfunctional customer behaviour performed. Consumers’ past experience of misbehaviour is also found to impact the hypothesised relationships. The paper concludes by considering the implications of the findings and outlining directions for future research.

Keywords:

• customer misbehaviour
• employee deviance
• structural equation modelling
• differential association
• service dysfunction
• past misbehaviour

Additional information

Notes on contributors

Kate L. Daunt

Kate L. Daunt (PhD, Cardiff) is a senior lecturer in strategic marketing at Cardiff University. Her main research interests include dysfunction during service, servicescapes, service failure and customer complaining dynamics. Previously, her work has appeared in the Journal of Retailing, the Journal of Service Research, the Journal of Business Research, and the Journal of Services Marketing.

Lloyd C. Harris

Lloyd C. Harris (PhD, Wales) is a professor of marketing and strategy at Warwick Business School. His main research interests include dysfunctional behaviour at work, the marketing–organisational behaviour interface, online service dynamics, and organisational culture. His work has been published in the Journal of Retailing, the Journal of the Academy of Marketing Science, the Journal of Services Research, the Journal of Management Studies, and the Journal of Services Marketing.

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