Antecedents of Customer-Directed Behaviours

The performance of frontline service employees is critical in maintaining customer loyalty, customer satisfaction and ultimately the success of service organizations. In our research, we examine contextual (e.g., employees’ psychological contracts, experience of customer mistreatment or incivility) and person factors (e.g., perspective taking, emotional intelligence, and self-regulatory capabilities) in predicting employee (e.g., citizenship behaviors directed towards customers, in-role performance directed towards customers) and customer (e.g., loyalty, repurchase intentions, negative word of mouth, etc.) reactions. Collectively, our research has important implications for human resource management and internal marketing practices that foster the customer-centric mindset service employees.

Selected Publications

Amarnani, R., Restubog, S. L. D., Bordia, P., & Abbasi, A. (in press). Age as double-edged sword among victims of customer mistreatment: A self-esteem threat perspective. Human Resource Management.

Garcia, P. R. J. M., Restubog, S. L. D., Lu, V. N., Amarnani, R., Wang, L., & Capezio, A. (2019). Attributions of blame for customer mistreatment: Implications for employees’ service performance and customers’ negative word of mouth. Journal of Vocational Behavior, 110, 203-213.


Lu, V., Capezio, A., Restubog, S. L. D., Garcia, P. R. J. M., & Wang, L. (2016). In pursuit of service excellence: Investigating the role of psychological contracts and organizational identification of frontline hotel employees. Tourism Management, 56, 8-19.

Doucet, L., Shao, B., Oldham., G, Wang, L. (in press). I know how you feel but it does not always help: Integrating emotion recognition, agreeableness, and cognitive ability in a compensatory model of service performance. Journal of Service Management, 27 (3), 320-338.

Hoang, T. H., Rao Hill, S., Freeman, S., Lu. V. N., & Imrie, B. Developing service climate in local vs. foreign firms in smaller Asian emerging markets: A resource-based and social exchange perspective. International Journal of Human Resource Management, 28(4), 627-656.

van Jaarsveld, D., Restubog, S. L. D., Walker, D., & Amarnani, R. (2015). Misbehaving customers: Understanding and managing customer injustice in service organizations. Organizational Dynamics, 44, 273-280.