The Relationship Of Customer Injustice And Tour Guides’ Job Performance: The Moderating Role Of Perspective Taking And Perceived Organizational Support

Due to the imbalance between economic development and citizen quality, the tourist uncivilized behavior have been increasingly severe. Because tourism service belongs to one kind of two-way interaction, customer attitudes and behaviors can affect the quality of service. Practically, unfair tourists often make rude and offensive behaviors to tour guides, it will not only seriously damage the quality of service delivery, but also does harm to employees’ mental health and job performance.Nowadays customer injustice frequently occur, academics lack comprehensive and systematic researches about this phenomenon, and organization always emphasis on antiquated management idea that “Customer is always right”. In order to make contribution to academic research and provide management advice to eliminate the bad effect caused by customer injustice, based on Affective Events Theory, ABC Theory of Emotion and Conservation of Resources Theory, this study examined the effects of customer injustice on job performance and the moderating role of perspective taking and perceived organization support. Results from this empirical study of tour guides(N=239) showed that customer injustice related negatively to job performance(both role-prescribed and extra-role job performance). Moreover, the association between customer injustice and extra-role job performance was moderated by perspective taking and perceived organization support.The findings of this study have practical implications as well. The travel agency and tour guide can take steps to mitigate negative effects of customer injustice in two aspects: process management and human resources management. We hope that this study could call attention to the negative effect customer injustice on tour guides’ job performance, furthermore, improve service quality of travel agency and establish civilization tourism promotion mechanism.