Murdoch University Research Repository

Welcome to the Murdoch University Research Repository

The Murdoch University Research Repository is an open access digital collection of research
created by Murdoch University staff, researchers and postgraduate students.

Learn more

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

PDF - Authors' Version
Download (82kB) | Preview


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.

Item Type: Conference Paper
Item Control Page Item Control Page


Downloads per month over past year