Abstract
Research on rudeness among employees within organizations has been extensively conducted, but there is a lack of studies investigating the impact of WI in frontline encounters on customers' ethical perceptions and behaviors. This study examines the role of social environmental cues through the lens of the S-O-R paradigm in shaping the influence of WI on CPE and subsequent behaviors. A total of 207 data was collected from consumers who have used domestic coffee shops within the last 6 months and have ordered directly from employees. The scenario survey consisted of 4 types: 2(Incivility vs civility)× 2(employee-to-employee vs employee-to-customer). When witnessing incivil interactions, customers showed a tendency of perceiving lower ethical standards in the organization and exhibiting decreased CCB, while demonstrating an increase in OB. This study carries practical and theoretical implications for the management of incivil interactions between employees and employees-to-customers and the management of unethical customer behaviors at frontline encounters.
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