Customer incivility is a crucial issue that has multiple negative effects on organizations, especially in the hospitality industry. This study identified the antecedents of customer incivility and investigated its outcomes on frontline employees (FLEs) in the emerging market of Vietnam.
This study used a quantitative methodology featuring interviews with 476 FLEs who frequently experienced customer incivility in Vietnamese restaurants and hotels. The data were analyzed using structural equation modeling.
The findings demonstrated four antecedents of customer incivility (training/knowledge, FLE incivility, service orientation, and environment) and three outcomes (revenge motivation, service sabotage, and turnover intention), as well as the mediating role of revenge motivation.
Managers can establish and upgrade training lessons with different syllabi for numerous FLE groups to improve staff perceptions and enhance the organization’s service orientation and environment, which can support the minimization of revenge motivation, service sabotage, and turnover intention among frontline staff members.
This study highlights how impactful customer incivility is and how to eliminate it by clarifying its origins and effects in Vietnamese hotel and restaurant organizations.
