Does pro-customer behavior always do the trick? An investigation of pro-customer deviance

Pro-customer deviance (PCD), a behavior of employees intentionally deviating from organizational norms to benefit customers, is an emerging phenomenon during service encounters. However, its consequences are inadequately theorized. Drawing upon the affect, behavior and cognition (ABC) model of attitudes, this study investigates customers’ cognitive, affective and behavioral responses to PCD, along with the relationships among them. The analysis of qualitative data from 52 semi-structured interviews reveals that: (1) Focal customers’ cognitions include perceived self-gain or the combination with perceived other losses, while other customers tend to perceive organizational customer-oriented, conflict of interest, and lack of integrity-based trust; (2) Affects are dominated by moral emotions, and focal customers produce mixed emotions; (3) Focal and other customers exhibit both positive and negative behavioral responses; (4) Consumers’ responses to PCD follow the cognition-affect-behavior sequence. This study provides qualitative insights into the consequences of PCD and practical implications for effective management of PCD.