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Customer-oriented Defiance (COD): Exploring righteous, sacrificing and sneaky behaviours

Leo, C. and Russell-Bennett, R. (2007) Customer-oriented Defiance (COD): Exploring righteous, sacrificing and sneaky behaviours. In: 2007 Australia And New Zealand Marketing Academy Conference (ANZMAC), 3 - 5 December, Dunedin, New Zealand

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Abstract

This paper qualitatively explores the phenomenon of Customer-Oriented Defiance (COD) and reports the implications to theory and research. The study involves in-depth interviews with 21 frontline service employees. The results show that frontline employees in service industries exhibited COD. They exist in three forms; righteous, sacrificial and sneaky behaviours. The findings provide the foundation for future research and extend existing literature on positive deviance into a services marketing context.

Publication Type: Conference Paper
URI: http://researchrepository.murdoch.edu.au/id/eprint/38847
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