Understanding customers’ compliance behaviour to frontline employees’ fuzzy requests

Abstract

Purpose

Due to interactive fluctuations during service encounters, fuzzy requests frequently occur from either frontline employees or customers. While such requests from customers have been drawn wide attention, there exists a lack of research on frontline employees’ fuzzy requests and possible outcomes (e.g. compliance or refusal). The purpose of this study is thus to identify the underlying mechanism and enacting variables that influence customers’ compliance behaviour (i.e. positive outcome) to fuzzy requests.

Design/methodology/approach

Data were collected from a sample of ten express service companies in southeast China. The proposed model was empirically tested among 309 customers and further analysed through structural equation modelling.

Findings

The results indicated that expected technical quality, perceived reasonableness and perceived convenience are positively associated with compliance behaviour, whereas the effects of inertia and negative emotional response on compliance behaviour are significantly negative. The findings also demonstrated that negative emotional response partially mediates the impacts of expected technical quality, perceived reasonableness and inertia on compliance behaviour.

Originality/value

This study investigates an under-researched phenomenon, namely, frontline employees’ fuzzy requests in the service context. The underlying mechanism of customers’ compliance behaviours to fuzzy requests is articulated through an integration of three beliefs with emotional response. As an early exploration of employees’ fuzzy requests, this study provides important theoretical and managerial implications.

Citation

Li, X., Zhang, S., Wang, C. and Guo, X. (2018), "Understanding customers’ compliance behaviour to frontline employees’ fuzzy requests", Journal of Services Marketing, Vol. 32 No. 2, pp. 235-246. https://doi.org/10.1108/JSM-03-2016-0122