The effect of customer-oriented constructive deviation on organizational outcomes mediated by ethical climate and service delivery climate

Purpose of study:

 The present study explored the mediating role of ethical and service delivery climate in the effect of customer-oriented constructive deviation on organizational outcomes. The research population was the employees of Iran insurance companies (the agencies in Mashhad). As the findings showed, valuable solutions can be offered. The data were non-randomly collected from 153 pairs of employee-customers of Iran insurance companies in Mashhad, Iran.

The data collection instrument was a standard questionnaire developed by Gong et al. (2020). Cronbach's alpha was used to substantiate the reliability of the questionnaire, and a confirmatory factor analysis was run for validation. For data analysis, structural equation modeling was used in smart please.

The statistical findings showed that customer-oriented constructive deviation directly and indirectly affected employee and customer loyalty. The moderating role of service delivery climate in the relationship between customer-oriented productive deviation and customer gratitude was confirmed. Moreover, the moderating role of ethical climate in the relationship between customer-oriented productive deviation and customer gratitude was confirmed. However, the service delivery and ethical climate did not moderate the relationship between customer-oriented constructive deviation and employee guilt.

Although some employees’ behaviors are against the rules, they can serve good intentions and benefit the organization. Probably, the measures taken by organizations today are in the customers’ benefit and lead to customer satisfaction and loyalty, contributing to the organization's effective performance.