Exploring The Influencing Mechanism Of Customer Incivility On Employees' Organizational Citizenship Behavior

In the era of economic transition,industry competition is becoming more and more fierce.Many companies are constantly improving the quality of their services while providing a variety of goods and services to pursue rapid development.Employees are the source of performance growth.However,some employees have not received the attention they deserved.For enterprises,“customers are the first”.When employees have conflict with customers,some companies often stand on the customer's side to deal with problems,which make employees at a disadvantage position.At the same time,government improve the “Consumer Protection Law” to protect consumer,coupled with the increasing awareness of individual rights of consumers,some consumers think that they are superior to others in the process of interaction with employees,and the result is conflicts between customers and employees,such as rude communication,unreasonable accusation of staff services.The customer incivility is different from the rude behaviors such as customer bullying and customer violence.Its low intensity and intent to harm is not easily noticed by company,but it will have a negative impact on the employees' psychology.If enterprises do not pay attention to it,it will have a profound impact on employees' working attitude and behaviors.Employees' sense of organizational identity will decline,the relationship between colleagues and the atmosphere in the enterprise is not harmonious,and employees' organizational citizenship behavior(OCB)will also decrease.Therefore,enterprises should pay attention to customer incivility to promote the frequency of employees' organizational citizenship behavior.Therefore,the study of customer incivility should be highly valued.Based on the conservation of resources theory,this paper studies the influencing mechanism of customer incivility on OCB,discusses the mediating role of emotional exhaustion and how employees' conscientiousness intervenes this process.This study will help us to understand the impact of customer incivility on employees' OCB.And it also help enterprises improve the situation of employees,alleviate the impact of customer incivility,and effectively improve recruitment and training work.This paper first expounds the background,theoretical and practical significance of the research,and summarizes the research framework and content of this paper.Then,this paper summarizes the theoretical base of this paper,as well as the literature related to the variables in the paper.After that,the research hypothesis of this paper is proposed,and the data analysis is collected by means of questionnaire collection.In the empirical research analysis section,SPSS 21.0 and Lisrel 8.8 are mainly used to verify whether the proposed hypothesis is true.Finally,the results obtained through data analysis are drawn,and corresponding recommendations are made to help companies.The last is the innovations and shortcomings of this paper,as well as future research prospects.The main conclusions drawn from the data analysis are as follows: a.Customer incivility has a negative impact on employee OCB;b.Emotional exhaustion plays a mediating role between customer incivility and employees' OCB;c.Responsibility moderates the positive relationship between customer incivility and emotional exhaustion.When the level of responsibility is high,the positive relationship between customer incivility and employee emotional exhaustion is weaker.According to the conclusions,this paper provides suggestions for enterprises from two aspects.Individual level: improving the sense of responsibility and professional qualities;correctly treating customer incivility;and improving the ability to deal with bad customers.Organizational level: put people first,strengthen staff emotional management;screen talents,cultivate staff sense of responsibility;strengthen training,improve staff service ability.The innovations of this paper are as follows: a.This paper explores the influencing mechanism of customer incivility on employee's OCB based on the theory of resource preservation.Past research is less based on the COR theory to deduce how customer incivility affects employee's behavior in the organization.This paper starts with the COR theory and carries out a reasonable theoretical deduction;b.It uncovers the mechanism that customer incivility affects employee's OCB,and proves that emotional exhaustion plays a mediating role between customer incivility and employees' OCB;c.It reveals the buffer mechanism of customer's incivility from the individual level,we find a new moderator variable,that is employees need to correctly treat customer incivility,improve their sense of responsibility in work,and adjust the negative impact of customer's uncivilized behavior.