Examining the drivers of deviant service adaption in fashion retailing: the role of tenure

Purpose Fashion retail employees sometimes “bend the rules” to help their customers. Referred as customer-oriented deviance, this study responds calls examine motivational antecedents of behavior. This research also tests moderating effect tenure on relationships between a frontline employee's motivations, deviance behaviors and commitment organization. Design/methodology/approach Data were collected via self-completed, anonymous, online survey provided sample 390 sales associates employed in fashion businesses. Findings demonstrate that inclined adapt service procedures engage deviant communication about either organization and/or products they sell for both pro-social self-directed reasons. Interestingly, long-tenured demonstrated consistently lower motivations consumer-oriented compared short-tenured employees. However, analysis indicated no significant differences Research limitations/implications The cross-sectional nature single-level data collection naturally put limitations generalizability research. does not alternative constructs might mediate/moderate tested relationships, such perceived empowerment, gender or risk, hence, future potential avenues further inquiry are presented. Originality/value contributes positive theory extends existing knowledge by developing an extensive model antecedents, moderator outcome For managers, provides valuable insights organizations, which may create effects quality reduction employee turnover.