Examining the drivers of deviant service adaption in fashion retailing: the role of tenure

Abstract

Purpose – Fashion retail employees sometimes ‘bend the rules’ to help their customers. Referred to as customer-oriented deviance, this study responds to calls to examine the motivational antecedents of this behavior. This research also tests the moderating effect of tenure on the relationships between a frontline employee’s motivations, their customer-oriented deviance behaviors and commitment to the organization. Design/methodology/approach – Data were collected via a self-completed, anonymous, online survey provided to a sample of 390 sales associates employed in retail fashion businesses. Findings – Findings demonstrate that fashion retail employees were inclined to adapt service procedures and engage in deviant communication about either their organization and/or the products they sell for both pro-social and self-directed reasons. Interestingly, long-tenured employees demonstrated consistently lower motivations to engage in customer-oriented deviance compared to short-tenured employees. However, analysis indicated no significant differences between short-tenured and long-tenured employees in their customer-oriented deviance behaviors and commitment to the organization. Research limitations/implications – The cross-sectional nature and single-level data collection naturally put limitations on the generalizability of this research. The study does not examine alternative constructs that might mediate/moderate tested relationships, such as perceived empowerment, gender, or risk, hence future potential avenues for further inquiry are presented. Originality/value – This research contributes to positive deviance theory and extends existing knowledge by developing an extensive model of motivational antecedents, a moderator, and an outcome of customer-oriented deviant behavior. For managers, this research provides valuable insights for organizations, which may create positive effects on service quality and a reduction in employee turnover.