Investigating the employee’s customer orientation behavior: A comparison of the circumstances before and after the pandemic from policy perspective

Abstract

Purpose: The aim of this research is to investigate how jay customer influence service employees’ customer orientation behaviour before and after COVID-19 from a policy perspective. This study will also assess whether jay customer or abusive supervision had a greater or lesser impact on service workers’ emotional stage and customer orientation during COVID-19.

Design/methodology/approach: The research adopted longitudinal approach to collect the data from Indian service employees engaged in various service organisations (such as airlines, hotels and restaurants). The gathered data over a 13-month period, with (T1) November 2019 and (T2) December 2020. A total of 412 employees responded to the T1 survey. Thirteen months later, of the 412 T1 respondents, 381 returned the second survey. The data collected through questionnaire via both personally visiting the hotel restaurants and airport and through online mode. The research used structural equation modelling and ANOVA for the analysis of results.

Findings: The results revealed that the indirect adverse effect of jay customer and abusive supervision on customer orientation via burnout has increased since the start of the pandemic. Furthermore, due to burnout, jay customers had a greater indirect influence on CO during the pandemic than abusive supervision. The result also shows that male employees experience the uncivil behaviour by the customer and the supervisor more frequently than that of female and transgender employees. These findings can be used to efficiently manage the stress of frontline service workers and to suggest policies during times of crisis, such as COVID-19.

Research limitations/implications: This study contributes to the field of behavioural studies, mainly in the context of Indian hospitality industry. Policymakers and future researchers can use these findings to understand different customer-related issues from perceptive of Indian customer.

Originality/value: The originality and value of this study is related to its pioneering study of jay customer and abusive supervision before and after COVID-19 from policy perspective of Indian service sector. The value of such research work is associated with both scholarly and executive implications. Regarding the latter, this study examines the myopic nature of uncivil behaviour and helps service firms to understand and manage its different forms, conclusively also providing practicable executive directions on the problem.