Benefit customers but hurt the organization? The double-edged sword effect of pro-customer deviance on employees

IF 10.9 1区管理学 Q1 ENVIRONMENTAL STUDIES

Tourism Management Pub Date : 2025-06-06 DOI:10.1016/j.tourman.2025.105241

Huili Ye , Chenglin Gui , Shanru Ai , Xiaoqian Wang , Aimin Deng , Xi Ouyang

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Abstract

Customer orientation is a core value of many service companies, often leading employees to engage in pro-customer deviance (PCD) to better serve customers. However, while research has extensively explored the antecedents of such behaviors, the understanding of their downstream behavioral consequences for employees engaging in PCD remains limited. Based on the moral balance framework, this study investigates how employees' PCD acts as a double-edged sword, influencing their behavior in both beneficial and detrimental ways. We conducted an online experiment (Study 1, N = 256) and a field survey (Study 2, N = 348) to test our hypotheses. The results indicate that employees' PCD fosters moral deficit, which drives OCB-O, while simultaneously promoting psychological entitlement, which increases deviant behavior. Furthermore, ethical leadership moderates these relationships. This study advances the literature by clarifying the underlying dynamics of ethical self-regulation in the context of PCD and its impact on employees’ subsequent organizational behaviors.

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让客户受益，却伤害组织？亲顾客偏差对员工的双刃剑效应

以客户为导向是许多服务型公司的核心价值观，往往会导致员工从事亲客户行为（PCD），以更好地为客户服务。然而，尽管研究广泛地探索了这些行为的前因，但对其对从事PCD的员工的下游行为后果的理解仍然有限。基于道德平衡框架，本研究探讨了员工的PCD如何作为一把双刃剑，以有益和有害的方式影响他们的行为。我们进行了在线实验（研究1，N = 256）和实地调查（研究2，N = 348）来检验我们的假设。结果表明，员工的PCD会导致道德缺失，从而推动组织公民行为，同时也会促进心理权利，从而增加越轨行为。此外，道德领导调节了这些关系。本研究通过澄清PCD背景下道德自律的潜在动力及其对员工后续组织行为的影响来推进文献。

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来源期刊

Tourism Management Multiple-

CiteScore

24.10

自引率

7.90%

发文量

190

审稿时长

45 days

期刊介绍： Tourism Management, the preeminent scholarly journal, concentrates on the comprehensive management aspects, encompassing planning and policy, within the realm of travel and tourism. Adopting an interdisciplinary perspective, the journal delves into international, national, and regional tourism, addressing various management challenges. Its content mirrors this integrative approach, featuring primary research articles, progress in tourism research, case studies, research notes, discussions on current issues, and book reviews. Emphasizing scholarly rigor, all published papers are expected to contribute to theoretical and/or methodological advancements while offering specific insights relevant to tourism management and policy.