顾客需求与组织制度的碰撞:亲顾客偏离行为的形成与影响

Collision of Customer Requirements and Organization Rules:The Antecedents and Consequences of Pro-customer Deviance

亲顾客偏离行为是指一线员工以帮助顾客、维护顾客利益、满足顾客个性化需求为首要动机,在服务交付过程中有意识偏离组织正式规章制度、服务规程或政策禁令的一种角色外行为。本文立足于亲顾客偏离行为"亲顾客"与"偏离组织规则"这两个特征,系统性揭示员工亲顾客偏离行为的形成机制与影响后果。在形成机制方面,揭示了服务型领导通过激发员工的心理安全感与工作自主性,来增强员工的自我效能感,最终促进员工的亲顾客偏离行为,组织创新氛围与员工冒险倾向在上述过程中起到正向调节作用。在影响后果方面,揭示了亲顾客偏离行为的双刃剑效应,既能引发涉事顾客的感知优待与赞许他人的道德情绪,促使其做出积极的服务评价;又会引发同属顾客的不公平感知与谴责他人的道德情绪,致使其做出消极的服务评价,涉事顾客的涉入度在上述过程中起到负向调节作用。本文有助于科学地认识、评估并有效引导员工的亲顾客偏离行为。

Pro-customer deviance is defined as the extra-role behavior that frontline employees in a service organization intentionally deviate from the formal organization policies,regulations,standard operation procedures,and prohibitions with the primary intention of helping customers or promoting the welfare of customers in the service delivery process.It has attributes of"pro-customer"and"deviating from rules".Based on the review of relevant literature,this paper proposed a comprehensive conception model to discuss the antecedents and consequences of employee’s pro-customer deviance.Specifically,this paper proposed that servant leadership could enhance employees’self-efficacy by strengthening their psychological safety and job autonomy,thereby promoting their procustomer deviance.Innovation climate and risk-taking propensity moderated the above relationships.Moreover,this paper revealed the double-edged sword effect of pro-customer deviance behavior from the perspective of different customer roles.It proposed that the pro-customer deviance can not only trigger the engaging customers’perceived superiority and the moral emotion of approving employees,thus leading to positive service evaluation,but also strengthen the unfair perception and the moral emotion of blaming employees of other customers,thereby resulting in negative service evaluation.Customer involvement plays a negative moderating role in these relationships.This paper helps accurately identify and effectively manage the employees’pro-customer deviance.