Why can customer incivility be contagious in the service context? A resource scarcity perspective

Abstract

Customer incivility is common in the hospitality industry. Assuming a resource scarcity perspective, this study investigates the interpersonal transmission of such incivility in the service context. We proposed that: (i) fellow customers’ incivility (i.e., as a reminder of resource competition) can trigger focal customers’ incivility; (ii) focal customers’ self-interest concerns (i.e., resource competition–induced selfishness) mediate the positive relationship between focal customers’ and fellow customers’ incivility (i.e., selfishness promotes special access to resources); and (iii) when attributing fellow customers’ incivility to an employee’s mistake, focal customers display greater self-interest concerns and express stronger incivility. Data from 302 customer–employee dyads generally supported our hypotheses. This study expands the understanding of bystander effects on customer incivility. Findings will also help service providers treat customer incivility more rationally and implement measures to help mitigate it.