Fostering customer-oriented constructive deviance: the influence of moral emotions and moral disengagement

Abstract

Purpose

This study aims to investigate the influential factors driving customer-oriented constructive deviance (COCD) within the context of the tourism and hospitality industry. Specifically, the authors explore the role of moral emotions as mediators and moral disengagement as a moderator.

Design/methodology/approach

In Study 1, the participant pool consisted of 259 frontline service employees hailing from a diverse selection of 54 four- and five-star hotels. Study 2 took an alternative approach, using a scenario-based experiment with 212 participants.

Findings

The results reported that organizational injustice toward customers is positively related to other-condemning emotions and leads to COCD. The results also reported that perceived customer citizenship behavior (CCB) positively relates to other-praising emotions, resulting in constructive deviance from customer-oriented. Moreover, these findings support moral emotions and moral disengagement interactions.

Originality/value

This paper shows that an organization’s injustice of external parties, such as customers, may provide important information that employees use to shape their moral emotions (e.g. other condemning emotions) and behavior toward the organization (e.g. COCD). Furthermore, this study confirms that perceived customer citizenship behavior contributes to COCD through other-praising emotions.

Citation

Al-Atwi, A., Gong, T. and Bakir, A. (2024), "Fostering customer-oriented constructive deviance: the influence of moral emotions and moral disengagement", International Journal of Contemporary Hospitality Management, Vol. 36 No. 9, pp. 2977-2998. https://doi.org/10.1108/IJCHM-04-2023-0495