The mediating role of ethical and service climates in the effect of customer-oriented constructive deviation on organizational outcomes

Document Type : Research Paper

Author

Head of Attar Higher Education Institute

Abstract

The present study aimed to analyze the role of ethical climate and service provision climate in the effect of customer-oriented constructive deviation on organizational outcomes.The research population comprised the employees and customers of Iran Insurance Agency in Mashhad. The sample was selected using a convenience non-random method, and was decided to be 153 pairs of employee and customer. The data collection instrument was a standard questionnaire developed by Gong et al. (2020), who estimated Cronbach's alpha to confirm the reliability of the questionnaire and ran a confirmatory factor analysis to validate the instrument. The estimated values substantiated the reliability and validity of the questionnaire. In addition, divergent validity was confirmed through a structural equation modeling in Smart PLS. To examine the role of the mediating variables,Sobel test was used. Results and Conclusion: The results showed that customer-oriented constructive deviation directly and indirectly affected employee and customer loyalty in Iran Insurance Agency.The moderating role of service climate in relation to customer-oriented constructive deviation and customer appreciation was confirmed. Also, the role of ethical climate in the relationship between customer-centric constructive deviation and customer appreciation was confirmed. However, service and ethical climates did not moderate the customer-oriented constructive deviation and employee guilt.

Keywords

Main Subjects