A Study On The Influence Mechanism Of Customer Praise On Employees’ Pro-customer Deviance In Hospitality Industry

Due to China’s economic and social growth and the improvement of people’s living conditions,the hospitality industry,which is mostly tourism,has become a service sector with a lot of potential for consumption and growth.The main goal of hospitality businesses is to provide satisfactory service to customers,and employees are the most important people in making this happen.Because of the high degree of autonomy and the fact that employees in the hospitality industry frequently have to face the dual requirements from customer and the rules of the organization,it is challenging to avoid pro-customer deviance when the two conflict.Pro-customer deviance has attracted a lot of attention from academics in the field of organizational management,but the majority of the research has concentrated on the impact of individual and organizational factors,and there is a dearth of empirical research on the impact of customer on employees’ pro-customer deviance.Based on selfdetermination theory,this paper explores the effect of customer praise on employees’ procustomer deviance in hospitality industry in the Chinese context from the perspective of customer-employee interaction.And discusses the role of serving others,expressing full potential and supervisor support,in order to help hospitality companies figure out how to run their businesses better.The studying structure are designed as follows.Firstly,this dissertation systematically reviews the research on customer praise,serving others,expressing full potential,procustomer deviance and supervisor support,as well as builds the theoretical model thorough logical reasoning based on self-determination theory.As part of the research,the questionnaire of this study was designed according to the revised scale.A web-based questionnaire survey was done with the employees in hospitality industry,and 483 valid samples were collected.In this study,Mplus8.3 and SPSS26.0 were used to conduct reliability,validity and correlation analysis,and structural equation model was carried out to perform hypothesis testing.The results show that(1)Customer praise has a significant positive effect on employees’ pro-customer deviance;(2)Serving others plays a mediating role between customer praise and employees’ pro-customer deviance;(3)Expressing full potential plays a mediating role between customer praise and employees’ pro-customer deviance;(4)Supervisor support positively moderates the relationship between serving others and employees’ pro-customer deviance;(5)Supervisor support positively moderates the relationship between expressing full potential and employees’ pro-customer deviance.Finally,the research results,theoretical and practical contributions are discussed,and some reasonable recommendations are provided for hospitality companies.