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.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
