• ISSN: 2301-3567
    • Frequency: Quarterly (2013-2014); Monthly (2015-2017); Quarterly (Since 2018)
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Mia Hu
    • Abstracting/ Indexing:  Electronic Journals Library, Ulrich's Periodicals Directory, MESLibrary, Google Scholar, and Crossref.
    • E-mail: joebm@ejournal.net
JOEBM 2018 Vol.6(3): 79-83 ISSN: 2301-3567
DOI: 10.18178/joebm.2018.6.3.554

Positive Effects of Deviant Customer-Oriented Behavior

Yoo Jaewon
Abstract— The present study was designed to test the effects of service-employee deviant customer-oriented behaviors (deviant service adaptation, deviant service communication, and deviant use of resources) on the building of customer service friendship through customer-based indebtedness perception. Furthermore, this study empirically examined the moderating role of customer co-production in an effort to enhance the customer-indebtedness effect on service friendship. When customers more constructively understood the employee and service-delivery processes according to the service-participation changes, the customer service friendship perception was enhanced.

Index Terms— Co-production, customer indebtedness, deviant customer oriented behavior, service friendship.

Jaewon Yoo is with the Entrepreneurship and Small Business Department, Soongsil University, Seoul, Korea (e-mail: yjw1774@ssu.ac.kr).

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Cite: Yoo Jaewon, "Positive Effects of Deviant Customer-Oriented Behavior," Journal of Economics, Business and Management vol. 6, no.3, pp. 79-83, 2018.

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