亲顾客偏离行为的顾客响应：基于道德情绪的理论模型

边界员工为帮助顾客或维护顾客利益而有意识偏离企业正式规章制度的“亲顾客偏离” (Pro-Customer Deviance)行为在服务型企业广泛存在。本文以刺激-有机体-反应(Stimulus-Organism-Response) 框架为逻辑主线, 以亲顾客偏离行为的双重道德属性为研究视角, 基于情绪认知评价理论和情绪功能分化理论, 构建亲顾客偏离行为的顾客响应模型。主要内容包括：(1)确立顾客对亲顾客偏离行为的道德认知评价体系, 明晰顾客对亲顾客偏离行为的道德情绪反应; (2)探究顾客道德情绪在亲顾客偏离行为与顾客再惠顾之间的中介机制; (3)关注顾客责任归因和服务情境对道德情绪及行为反应的调节作用。文章提出亲顾客偏离行为引发的顾客道德情绪和再惠顾意愿的相关命题, 并阐述了命题检验方法, 力图厘清现有研究关于亲顾客偏离行为结果的争议话题, 对道德属性视角下的亲顾客偏离行为研究具有重要理论意义, 同时为服务型企业全面评估亲顾客偏离行为的服务绩效, 发挥其积极效应, 避免其不良后果提供指导。

Customer response to pro-customer deviance behavior: A theoretical model based on moral emotion

The acts of pro-customer deviance (PCD), which occurs in the service encounters where employees consciously deviate from the formal regulations of enterprises to help customers or safeguard the interests of customers have been widely observed. However, barely no divergent results were found on the impact of PCD on the customer's response. Therefore, utilizing the Stimulus-Organism-Response paradigm and taking dual moral attributes of PCD (e.g., altruistic motivation, deviation from the norms of organization) as the logical origin, this study develops a model examining the relationship among PCD, customer moral emotions and re-patronage intention. Specifically, according to the Cognitive Appraisal Theory, this study explores customers' moral cognitive evaluation of PCD as well as their complex moral emotional response to PCD. Moreover, based on the Differential Emotions Theory, this study examines the interaction effect among different types of moral emotions, the mediating effect of moral emotions on the relationship between PCD and re-patronage intention, and the moderating effect of customer's attribution of responsibility and service context on the PCD-moral emotions-re-patronage intention linkage. The present study not only provides new theoretical insights into PCD and moral emotions, but also offers valuable practical implications for service enterprises to take advantage of the positive effect of PCD.