Examining the drivers of deviant service adaption in fashion retailing : the role of tenure
Purpose: Fashion retail employees sometimes “bend the rules” to help their customers. Referred to as customer-oriented deviance, this study responds to calls to examine the motivational antecedents of this behavior. This research also tests the moderating effect of tenure on the relationships between a frontline employee's motivations, their customer-oriented deviance behaviors and commitment to the organization. Design/methodology/approach: Data were collected via a self-completed, anonymous, online survey provided to a sample of 390 sales associates employed in retail fashion businesses. Findings: Findings demonstrate that fashion retail employees were inclined to adapt service procedures and engage in deviant communication about either their organization and/or the products they sell for both pro-social and self-directed reasons. Interestingly, long-tenured employees demonstrated consistently lower motivations to engage in consumer-oriented deviance compared to short-tenured employees. However, analysis indicated no significant differences between short-tenured and long-tenured employees in their consumer-oriented deviance behaviors and commitment to the organization. Research limitations/implications: The cross-sectional nature and single-level data collection naturally put limitations on the generalizability of this research. The study does not examine alternative constructs that might mediate/moderate tested relationships, such as perceived empowerment, gender or risk, hence, future potential avenues for further inquiry are presented. Originality/value: This research contributes to positive deviance theory and extends existing knowledge by developing an extensive model of motivational antecedents, a moderator and an outcome of consumer-oriented deviant behavior. For managers, this research provides valuable insights for organizations, which may create positive effects on service quality and a reduction in employee turnover.
Year of publication: |
2021
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Authors: | Mortimer, Gary ; Wang, Shasha |
Published in: |
Journal of Fashion Marketing and Management: An International Journal. - Emerald, ISSN 1361-2026, ZDB-ID 2109286-2. - Vol. 26.2021, 2 (25.05.), p. 221-246
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Publisher: |
Emerald |
Saved in:
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