借花献佛: 顾客导向偏离行为

doi:10.3724/SP.J.1042.2020.02150

摘要/Abstract

摘要：

顾客导向偏离行为, 是一线员工为了帮助或维护顾客利益而违反组织规章制度的行为。近年来, 顾客导向偏离行为受到了学术界关注并成为了一个研究热点。通过回顾相关文献发现, 顾客导向偏离行为的研究在组织行为、服务管理领域的提出有着不同的缘起及演变过程; 顾客导向偏离行为的产生受到员工个体特征、工作特征、组织环境、顾客行为四方面因素的影响; 员工顾客导向偏离行为对顾客、员工和组织均有着积极和消极作用并存的“双刃剑”效应。未来研究需要以更加整合的视角对顾客导向偏离行为的界定与测量、员工产生该行为的动机、组织制度和管理者行为的影响, 以及该行为的双向结果及其边际条件等开展探讨。

关键词: 顾客导向偏离行为, 亲社会违规, 偏离动机

Abstract:

Customer-oriented deviant behaviors (CODB), refer to frontline employees’ behaviors aiming to service customers while breaking organizational rules and norms. CODB has received increasing attention and has become an emerging research topic in academia. By reviewing the literature, we found that CODB studies vary in its theoretical basis and evolution pattern across the organizational behavior domain and the service management domain. Four aspects of factors have been found to predict CODB, including employees’ individual differences, job characteristics, organizational context, and customer behaviors. CODB has shown a double-edged sword effect on both customer and employee outcomes and the organization as a whole. Future research should take a more comprehensive lens to advance CODB research, including clarifying its concept and measurement, exploring employees’ motives behind these behaviors, identifying how these behaviors are influenced by organizational policies and managerial behaviors, and examining both the benefits and costs of CODB and their associated boundary conditions.

Key words: customer-oriented deviance behaviors, prosocial violation, deviance motive

中图分类号:

B849:C93

李朋波, 周莹, 王震, 孙雨晴. (2020). 借花献佛: 顾客导向偏离行为. 心理科学进展 , 28(12), 2150-2159.

LI Pengbo, ZHOU Ying, WANG Zhen, SUN Yuqing. (2020). Present Buddha with borrowed flowers: Customer-oriented deviant behaviors. Advances in Psychological Science, 28(12), 2150-2159.

图/表 3

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	缘起路径	缘起特点
组织行为领域	员工偏差行为→员工亲社会违规行为→员工顾客导向偏离行为	自内向外: 从组织内部的员工行为开始, 延伸到员工与顾客间的互动
服务管理领域	顾客导向行为→员工的顾客导向行为→员工顾客导向偏离行为	自外向内: 从关注满足顾客需求开始, 延伸到员工的顾客导向行为, 再到员工的顾客导向偏离行为

	缘起路径	缘起特点
组织行为领域	员工偏差行为→员工亲社会违规行为→员工顾客导向偏离行为	自内向外: 从组织内部的员工行为开始, 延伸到员工与顾客间的互动
服务管理领域	顾客导向行为→员工的顾客导向行为→员工顾客导向偏离行为	自外向内: 从关注满足顾客需求开始, 延伸到员工的顾客导向行为, 再到员工的顾客导向偏离行为

概念	解释	来源文献
偏差自由裁量权	员工在服务过程中产生的超出正常工作内容或管理角色期望的行为表现。	Kelley等(1996)
顾客导向型违规行为	为了促进顾客的利益而故意违反正式的组织政策、规则或禁令的行为。	Morrison (2006)
过度顾客导向行为	销售人员在工作中产生的为顾客提供奢华娱乐, 向顾客提供促销物品, 以及滥用折扣特权等对顾客有利但对企业不利的行为。	Lam (2007)
服务裙带关系	员工凭借其与客户之间基于共同的社会集体共性, 而没有经过充分证实的关系来为客户提供利益。	Rosenbaum & Walsh (2012)
服务甜心(员工-顾客私下合作)	员工通过提供未经授权的免费或打折商品、服务等行为与顾客开展合作, 照顾与他们关系密切的顾客以获得好的口碑评价、发展商业友谊等, 使得顾客和员工双方均从中获益, 而这种关系可能会扰乱企业内部秩序、损害企业利益。	Brady等(2012)
顾客导向偏离行为	服务接触中, 一线员工为帮助顾客或维护顾客利益, 主观故意背离组织正式规章制度(包括组织政策、规程、禁令等)的角色外行为。	Leo & Russell-Bennett (2012)

概念	解释	来源文献
偏差自由裁量权	员工在服务过程中产生的超出正常工作内容或管理角色期望的行为表现。	Kelley等(1996)
顾客导向型违规行为	为了促进顾客的利益而故意违反正式的组织政策、规则或禁令的行为。	Morrison (2006)
过度顾客导向行为	销售人员在工作中产生的为顾客提供奢华娱乐, 向顾客提供促销物品, 以及滥用折扣特权等对顾客有利但对企业不利的行为。	Lam (2007)
服务裙带关系	员工凭借其与客户之间基于共同的社会集体共性, 而没有经过充分证实的关系来为客户提供利益。	Rosenbaum & Walsh (2012)
服务甜心(员工-顾客私下合作)	员工通过提供未经授权的免费或打折商品、服务等行为与顾客开展合作, 照顾与他们关系密切的顾客以获得好的口碑评价、发展商业友谊等, 使得顾客和员工双方均从中获益, 而这种关系可能会扰乱企业内部秩序、损害企业利益。	Brady等(2012)
顾客导向偏离行为	服务接触中, 一线员工为帮助顾客或维护顾客利益, 主观故意背离组织正式规章制度(包括组织政策、规程、禁令等)的角色外行为。	Leo & Russell-Bennett (2012)