Examining customer-oriented positive deviance intentions of retail employees

Journal article


Fazal-e-Hasan, Muhammad, Mortimer, Gary, Lings, Ian N. and Drennan, Judy. (2019). Examining customer-oriented positive deviance intentions of retail employees. International Journal of Retail and Distribution Management. 47(8), pp. 836 - 854. https://doi.org/10.1108/IJRDM-10-2018-0235
AuthorsFazal-e-Hasan, Muhammad, Mortimer, Gary, Lings, Ian N. and Drennan, Judy
Abstract

Purpose
Occasionally, retail employees “break the rules” in order to help customers. Currently, there is little research on the mechanisms by which a sales assistants’ positive deviance intentions help them attain specific personal and organisational goals. The purpose of this paper is to examine one mechanism, hope, which develops employees’ deviance intentions to provide benefits to the customer, themselves and the organisation.
Design/methodology/approach
A survey captured responses from 270 frontline employees from the retail and services sector. AMOS 23 was used to conduct measurement, path and mediation analyses.
Findings
This study highlights the role of employee hope in developing employees’ positive deviance intentions, and improving perceptions of organisational performance. Results demonstrate that the direct positive impact of hope on positive deviance intention was significant. Furthermore, positive deviance intention was found to positively impact employee goal attainment and perceived organisational performance. The authors’ employee hope model offers a better understanding of positive outcomes of employee deviance, suggesting that retail managers should invest resources to build strong employee–organisation relationships.
Originality/value
This is the first study to empirically demonstrate that employee hope can explain how customer-oriented positive deviance intentions help employee goal attainment and improve their perceptions of organisational performance.

KeywordsOrganizational performance; Hope; Goal attainment; Positive deviance intentions; Retail employees
Year2019
JournalInternational Journal of Retail and Distribution Management
Journal citation47 (8), pp. 836 - 854
PublisherEmerald Group Publishing Limited
ISSN0959-0552
Digital Object Identifier (DOI)https://doi.org/10.1108/IJRDM-10-2018-0235
Scopus EID2-s2.0-85070345467
Page range836 - 854
Research GroupPeter Faber Business School
Publisher's version
File Access Level
Controlled
Place of publicationUnited Kingdom
Permalink -

https://acuresearchbank.acu.edu.au/item/875vx/examining-customer-oriented-positive-deviance-intentions-of-retail-employees

Restricted files

Publisher's version

  • 21
    total views
  • 0
    total downloads
  • 1
    views this month
  • 0
    downloads this month
These values are for the period from 19th October 2020, when this repository was created.

Export as

Related outputs

Examining the consequences of customer-oriented deviance in retail
Mortimer, Gary, Fazal-e-Hasan, Syed Muhammad and Strebel, Judi. (2021). Examining the consequences of customer-oriented deviance in retail. Journal of Retailing and Consumer Services. 58, p. Article 102315. https://doi.org/10.1016/j.jretconser.2020.102315
A multi-method approach to examining consumer intentions to use smart retail technology
Fazal-e-Hasan, Syed Muhammad, Amrollahi, Alireza, Mortimer, Gary, Adapa, Sujana and Balaji, M. S.. (2021). A multi-method approach to examining consumer intentions to use smart retail technology. Computers in Human Behavior. 117, p. 106622. https://doi.org/10.1016/j.chb.2020.106622
The interplay of positive and negative emotions to quit unhealthy consumption behaviors : Insights for social marketers
Fazal-e-Hasan, Syed Muhammad, Ahmadi, Hormoz, Mortimer, Gary, Sekhon, Harjit, Kharouf, Husni and Jebarajakirthy, Charles. (2020). The interplay of positive and negative emotions to quit unhealthy consumption behaviors : Insights for social marketers. Australasian Marketing Journal. 28(4), pp. 349-360. https://doi.org/10.1016/j.ausmj.2020.07.004
How gratitude improves relationship marketing outcomes for young consumers
Fazal-e-Hasan, Syed, Mortimer, Gary, Lings, Ian and Kaur, Gurjeet. (2020). How gratitude improves relationship marketing outcomes for young consumers. Journal of Consumer Marketing. 37(7), pp. 713-727. https://doi.org/10.1108/JCM-10-2019-3446
Is the meaning of ethical leadership constant across cultures? A test of cross-cultural measurement invariance
Ahmad, Saima, Fazal-e-Hasan, Syed Muhammad and Kaleem, Ahmad. (2020). Is the meaning of ethical leadership constant across cultures? A test of cross-cultural measurement invariance. International Journal of Manpower. https://doi.org/10.1108/IJM-02-2019-0079
Explaining the impact of consumer religiosity, perceived risk and moral potency on purchase intentions
Mortimer, Gary, Fazal-e-Hasan, Syed Muhammad, Grimmer, Martin and Grimmer, Louise. (2020). Explaining the impact of consumer religiosity, perceived risk and moral potency on purchase intentions. Journal of Retailing and Consumer Services. 55, pp. 1 - 13. https://doi.org/10.1016/j.jretconser.2020.102115
Examining the antecedents and consequences of perceived shopping value through smart retail technology
Adapa, Sujana, Fazal-e-Hasan, Syed Muhammad, Makam, Sathyaprakash Balaji, Azeem, Muhammad Masood and Mortimer, Gary. (2020). Examining the antecedents and consequences of perceived shopping value through smart retail technology. Journal of Retailing and Consumer Services. 52, pp. 1 - 11. https://doi.org/10.1016/j.jretconser.2019.101901
Examining consumer purchase intentions of non‐prescription medicines in supermarkets and community pharmacies
Mortimer, Gary, Grimmer, Louise and Fazal-e-Hasan, Syed M.. (2019). Examining consumer purchase intentions of non‐prescription medicines in supermarkets and community pharmacies. International Journal of Pharmacy Practice. 27(3), pp. 232-240. https://doi.org/10.1111/ijpp.12494
Segmenting Brands' Social Network Site (SNS) consumers : A four-country study
Andrews, Lynda, Bianchi, Constanza, Wiese, Melanie, Cuneo, Andrés and Fazal E. Hasan, Syed. (2019). Segmenting Brands' Social Network Site (SNS) consumers : A four-country study. Journal of International Consumer Marketing. 31(1), pp. 22-38. https://doi.org/10.1080/08961530.2018.1475273
Feel, think, avoid: Testing a new model of advertising avoidance
Kelly, Louise, Kerr, Gayle, Drennan, Judy and Fazal-e-Hasan, Syed Muhammad. (2019). Feel, think, avoid: Testing a new model of advertising avoidance. Journal of Marketing Communications. 27(4), pp. 343-364. https://doi.org/10.1080/13527266.2019.1666902
The role of brand innovativeness and customer hope in developing online repurchase intentions
Fazal-e-Hasan, Muhammad, Ahmadi, Hormoz, Kelly, Louise and Lings, Ian. (2019). The role of brand innovativeness and customer hope in developing online repurchase intentions. Journal of Brand Management. 26(2), pp. 85 - 89. https://doi.org/10.1057/s41262-018-0122-4
Managing relationships: Insights from a student gratitude model
Fazal-e-Hasan, Syed Muhammad, Mortimer, Gary, Lings, Ian, Sekhon, Harjit and Howell, Kerry. (2019). Managing relationships: Insights from a student gratitude model. Research in Higher Education. https://doi.org/10.1007/s11162-019-09576-6
The role of effective communication and trustworthiness in determining guests’ loyalty
Kharouf, Husni, Sekhon, Harjit, Fazal-e-Hasan, Syed Muhammad, Hickman, Ellie and Mortimer, Gary. (2019). The role of effective communication and trustworthiness in determining guests’ loyalty. Journal of Hospitality Marketing and Management. 28(2), pp. 240 - 262. https://doi.org/10.1080/19368623.2018.1505574
How ethical leadership stimulates academics’ retention in universities : The mediating role of job-related affective well-being
Ahmad, Saima, Fazal-e-Hasan, Syed Muhammad and Kaleem, Ahmad. (2018). How ethical leadership stimulates academics’ retention in universities : The mediating role of job-related affective well-being. International Journal of Educational Management. 32(7), pp. 1348-1362. https://doi.org/10.1108/IJEM-11-2017-0324
Examining the role of consumer hope in explaining the impact of perceived brand value on customer–brand relationship outcomes in an online retailing environment
Fazal-e-Hasan, Muhammad, Ahmadi, Hormoz, Mortimer, Gary, Grimmer, Martin and Kelly, Louise. (2018). Examining the role of consumer hope in explaining the impact of perceived brand value on customer–brand relationship outcomes in an online retailing environment. Journal of Retailing and Consumer Services. 41, pp. 101 - 111. https://doi.org/10.1016/j.jretconser.2017.12.004
Train the child and teach the adult: Developing intervention strategies for increasing seafood consumption
Birch, Dawn, David, Dean, Fazal-e-Hasan, Syed Muhammad and Lawley, Meredith. (2018). Train the child and teach the adult: Developing intervention strategies for increasing seafood consumption. Journal of Consumer Behaviour. 17(4), pp. 426 - 438. https://doi.org/10.1002/cb.1719
Measuring the experience of off-price fashion shopping: scale development and validation "The role of effective communication and trustworthiness in determining guests’ loyalty"
Mortimer, Gary, Fazal-e-Hasan, Syed Muhammad, O'Donnell, Kathleen A. and Strebel, Judi. (2018). Measuring the experience of off-price fashion shopping: scale development and validation "The role of effective communication and trustworthiness in determining guests’ loyalty". Journal of Fashion Marketing and Management. 22(4), pp. 454 - 475. https://doi.org/10.1108/JFMM-01-2018-0005
How gratitude influences customer word-of-mouth intentions and involvement : The mediating role of affective commitment
Fazal-e-Hasan, Syed Muhammad, Lings, Ian N., Mortimer, Gary and Neale, Larry. (2017). How gratitude influences customer word-of-mouth intentions and involvement : The mediating role of affective commitment. Journal of Marketing Theory and Practice. 25(2), pp. 200-211. https://doi.org/10.1080/10696679.2016.1270769
Development and validation of the Self-Gifting Consumer Behaviour scale
Mortimer, Gary, Bagoure, Ursula and Fazal-e-Hasan, Muhammad. (2015). Development and validation of the Self-Gifting Consumer Behaviour scale. Journal of Consumer Behaviour: An international research review. 14(3), pp. 165 - 179. https://doi.org/10.1002/cb.1506