HOW SERVICE PROVIDERS REACT TO AND ATTRIBUTE CUSTOMER VOICE BEHAVIOR: A FRAMEWORK OF SELF-ENHANCEMENT AND SELF-PROTECTION MOTIVES

Abstract

Customer voice behavior is often thought to be beneficial for organizations. However, its impact on service employees remains largely unknown. In this dissertation, I draw from the framework of self-enhancement and self-protection motives to develop a model that depicts the countervailing effects of customer voice behavior on service employees’ work outcomes. I argue that customer voice behavior is positively related to service employee self-reflexivity and self-image concern. However, while self-reflexivity is positively associated with work performance, self-image concern is positively associated with work withdrawal. Further, I propose that a prosocial attribution to customer voice behavior will strengthen the relationship between customer voice behavior and self-reflexivity, whereas a self-serving attribution to customer voice behavior will strengthen the relationship between customer voice behavior and self-image concern. To test my hypothesized relationships, I first conducted a qualitative study where I interviewed consultants from various industries, followed by a multi-wave and multi-source field study.