A theoretical model of antecedents of customer-directed incivility

Abstract

The present research aimed at developing a theoretical model for antecedents of customer-directed incivility. The research was conducted in form of three consecutive studies. In study 1, the data were collected by conducting semi-structured interviews with 42 supervisors and employees the Social Security Organisation of Iran, and analysed by thematic analysis method. Then, study 2 began to determine the interrelationship between the identified antecedents and to design a theoretical model through gathering and analysing 20 scholar experts' opinions using DEMATEL method. This model demonstrates how experienced customer incivility, witnessed customer incivility, job demands, job satisfaction, organisational justice, work/non-work interference, emotional exhaustion, employee prejudices/biases, personality traits and interpersonal skills of frontline employees as antecedents could directly or indirectly instigate employee incivility toward customer. In study 3, we conducted a quantitative study to examine the proposed model. Finally, after discussing the results, limitations and practical implications, we recommended empirical studies for future research.