Purpose

This study aims to investigate the influential factors driving customer-oriented constructive deviance (COCD) within the context of the tourism and hospitality industry. Specifically, the authors explore the role of moral emotions as mediators and moral disengagement as a moderator.

Design/methodology/approach

In Study 1, the participant pool consisted of 259 frontline service employees hailing from a diverse selection of 54 four- and five-star hotels. Study 2 took an alternative approach, using a scenario-based experiment with 212 participants.

Findings

The results reported that organizational injustice toward customers is positively related to other-condemning emotions and leads to COCD. The results also reported that perceived customer citizenship behavior (CCB) positively relates to other-praising emotions, resulting in constructive deviance from customer-oriented. Moreover, these findings support moral emotions and moral disengagement interactions.

Originality/value

This paper shows that an organization’s injustice of external parties, such as customers, may provide important information that employees use to shape their moral emotions (e.g. other condemning emotions) and behavior toward the organization (e.g. COCD). Furthermore, this study confirms that perceived customer citizenship behavior contributes to COCD through other-praising emotions.

中文翻译：

---

培育以顾客为导向的建设性越轨：道德情绪和道德脱离的影响

目的

本研究旨在调查旅游和酒店业背景下推动以客户为导向的建设性偏差（COCD）的影响因素。具体来说，作者探讨了道德情感作为调解者和道德脱离作为调解者的作用。

设计/方法论/途径

在研究 1 中，参与者由来自 54 家四星级和五星级酒店的 259 名一线服务员工组成。研究 2 采用了另一种方法，对 212 名参与者进行了基于场景的实验。

发现

结果表明，组织对客户的不公正与他人谴责情绪呈正相关，并导致 COCD。结果还表明，感知到的客户公民行为（CCB）与其他赞扬情绪呈正相关，从而导致与以客户为导向的建设性偏差。此外，这些发现支持道德情感和道德脱离互动。

原创性/价值

本文表明，组织对外部各方（例如客户）的不公正可能会提供重要信息，员工可以利用这些信息来塑造他们的道德情绪（例如其他谴责情绪）和对组织的行为（例如COCD）。此外，这项研究证实，感知到的客户公民行为通过其他赞扬情绪有助于 COCD。