), 周莹1, 王震2, 孙雨晴3 1北京第二外国语学院旅游科学学院, 北京 100024
2中央财经大学商学院, 北京 100081
3上海交通大学安泰经济与管理学院, 上海 200030
收稿日期:2020-04-05出版日期:2020-12-15发布日期:2020-10-26通讯作者:李朋波E-mail:lpbup@sina.com基金资助:国家自然科学基金项目(71702005);国家自然科学基金项目(71772193);北京市教委社科计划项目(SM201810031001);北京第二外国语学院“青年学术拔尖人才(团队)计划”;北京第二外国语学院研究生科研项目资助(11122018003)Present Buddha with borrowed flowers: Customer-oriented deviant behaviors
LI Pengbo1(), ZHOU Ying1, WANG Zhen2, SUN Yuqing3 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:2020-04-05Online:2020-12-15Published:2020-10-26Contact:LI Pengbo E-mail:lpbup@sina.com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。
图/表 3
表1顾客导向偏离行为研究两个缘起的对比
| 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 |
表1顾客导向偏离行为研究两个缘起的对比
| 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 |
表2顾客导向偏离行为及其相近概念
| 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。 | |
| 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。 | |
| 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。 | |
| 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。 | |
| 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。 | |
| 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。 |
表2顾客导向偏离行为及其相近概念
| 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。 | |
| 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。 | |
| 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。 | |
| 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。 | |
| 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。 | |
| 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。 |
图1顾客导向偏离行为研究现状梳理
图1顾客导向偏离行为研究现状梳理参考文献 52
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