Customer response to pro-customer deviance behavior: A theoretical model based on moral emotion

The acts of pro-customer deviance (PCD), which occurs in the service encounters where employees consciously deviate from formal regulations enterprises to help customers or safeguard interests have been widely observed. However, barely no divergent results were found on impact PCD response. Therefore, utilizing Stimulus-Organism-Response paradigm and taking dual moral attributes (e.g., altruistic motivation, deviation norms organization) as logical origin, this study develops a model examining relationship among PCD, customer emotions re-patronage intention. Specifically, according Cognitive Appraisal Theory, explores cognitive evaluation well their complex emotional response PCD. Moreover, based Differential Emotions examines interaction effect different types emotions, mediating between intention, moderating attribution responsibility context PCD-moral emotions-re-patronage intention linkage. The present not only provides new theoretical insights into but also offers valuable practical implications for take advantage positive