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

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  • Jung, Jin Ho
  • Yoo, Jaewon

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.

Suggested Citation

  • Jung, Jin Ho & Yoo, Jaewon, 2019. "The effects of deviant customer-oriented behaviors on service friendship: The moderating role of co-production," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 60-69.
    • Handle: RePEc:eee:joreco:v:48:y:2019:i:c:p:60-69
    DOI: 10.1016/j.jretconser.2019.02.012
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