• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
    • Abstracting/ Indexing:  CNKIGoogle ScholarCrossref
    • E-mail: joebm.editor@gmail.com
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).


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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