ISSN 1671-3710
CN 11-4766/R

Advances in Psychological Science ›› 2020, Vol. 28 ›› Issue (12): 2150-2159.doi: 10.3724/SP.J.1042.2020.02150

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Present Buddha with borrowed flowers: Customer-oriented deviant behaviors

LI Pengbo1(), ZHOU Ying1, WANG Zhen2, SUN Yuqing3   

  1. 1School of Tourism Sciences, Beijing International Studies University, Beijing 100024, China
    2School of Business, Central University of Finance and Economics, Beijing 100081, China
    3Antai College of Economics and Management, Shanghai Jiao Tong University, Shanghai 200030, China
  • Received:2020-04-05 Online:2020-12-15 Published:2020-10-26
  • Contact: LI Pengbo


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

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