When observers of customer incivility revisit the restaurant: roles of relationship closeness and norms

Purpose Considerable research has examined the negative consequences of customer incivility on employees (e.g. turnover intention and sabotage behavior toward customer). However, there is scant investigating how other customers, as observers, may react to incivility. This knowledge gap should be filled because hospitality services are often consumed in public setting where customers can observe influenced by each other. The purpose this study fill examining observing customers’ willingness revisit company following Design/methodology/approach Participants American consumers recruited from a crowdsourced online panel. Two scenario-based experimental studies restaurant conducted. Customer relationship norms (communal versus exchange) manipulated, while closeness measured. Findings Study 1 shows that fellow (vs civility), was lower when they perceive distant with employee. did not differ regardless civility close 2 communal employee, their even higher civility). Practical implications Hospitality managers need train identify signs assume appropriate actions reduce observers. also communicate expectations for respectful behaviors through an organization-wide campaign. Finally, businesses foster particularly offset Originality/value adds previous challenging universally view authors do so moderating effects observer reactions contributes drawing script theory deontic justice theory.