Employee norm-violations in the service encounter during the corona pandemic and their impact on customer satisfaction

Söderlund, Magnus

Abstract In this study, an experiment was used to examine the effects of employee norm-violations in the service encounter with respect to what was considered appropriate behavior (e.g., social distancing) during the 2020 corona pandemic. The participants were exposed to a grocery store employee whose behavior was manipulated (norm-violating vs. norm-confirming). Norm-violating behavior resulted in lower perceived employee warmth, lower perceived employee competence, higher disgust, and more dehumanization of the employee. These responses mediated the impact of employee behavior on customer satisfaction, so that satisfaction was attenuated when norms were violated. The mediators, however, typically also instill a hostile, avoidance-seeking mindset for those who are subject to norm-violations, which is likely to result in problems when transgressors are to be persuaded to change their behaviors.