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Erschienen in: Journal of the Academy of Marketing Science 2/2022

04.08.2021 | Original Empirical Research

Customer-focused voice and rule-breaking in the frontlines

verfasst von: Gabriel Gazzoli, Nawar N. Chaker, Alex R. Zablah, Tom J. Brown

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 2/2022

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Abstract

Customer-oriented frontline employees are motivated by a strong desire to help customers. While such motivation enhances customer outcomes, it can also encourage frontline employees to engage in customer-directed prosocial behaviors that undermine organizational norms. We consider such a possibility and find that: (1) in their quest to satisfy customers’ needs, customer-oriented employees engage in customer-focused voice and/or pro-customer rule breaking, (2) the extent to which employees perform these behaviors depends on whether they identify with the organization or customers, (3) customer-focused voice enhances while pro-customer rule breaking hinders role performance, (4) the net performance consequences of a customer orientation can be positive or negative, and (5) various contingency factors determine whether rule breaking results in lower performance ratings from supervisors. These findings offer evidence of a customer orientation dark side and, paradoxically, underscore that internally focused marketing efforts are critical for a customer orientation to enhance frontline employee performance.
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Fußnoten
1
We underscore that we did not test (and thus do not attempt to model) a 3-way interaction. Rather, our visual (Figure 2) illustrates the joint effect of two competing moderators (i.e., two, 2-way interactions) in order to establish when each type of prosocial behavior is more likely to occur as a function of common identification conditions. Simple slope moderation graphs that consider each moderator in isolation are provided in the Web Appendix for interested readers.
 
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Metadaten
Titel
Customer-focused voice and rule-breaking in the frontlines
verfasst von
Gabriel Gazzoli
Nawar N. Chaker
Alex R. Zablah
Tom J. Brown
Publikationsdatum
04.08.2021
Verlag
Springer US
Erschienen in
Journal of the Academy of Marketing Science / Ausgabe 2/2022
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI
https://doi.org/10.1007/s11747-021-00798-8

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