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Korean Marketing Association (한국마케팅학회)
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Jay-Customer Behavior's Influence on Job Stress and Customer Orientation: Perceived Organizational Support's Moderating Effect

  • Li Mei Liu (Department of Business Administration, Hanbat National University) ;
  • Seong Ho Lee (Department of Business Administration, Hanbat National University) ;
  • Jin Choi (Department of Business Administration, Hanbat National University)
  • Received : 2023.09.12
  • Accepted : 2023.11.17
  • Published : 2024.01.31
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Abstract

The study aimed to analyze jay-customer behavior's impact on service industry employees' job stress to understand the importance of personnel management. Additionally, it aimed to identify strategies for managing job stress by examining perceived organizational support's moderating effects. The results show that the subdimensions of jay-customer behavior (i.e., verbal aggression, physical aggression, and sexual harassment) positively influenced employees' job stress. Second, job stress acts as a mediator between customer verbal and physical aggression and customer orientation, but not between customer sexual harassment and customer orientation. Third, organizational support had a moderating effect on the association between customer verbal aggression and job stress. This study demonstrates how jay-customer behavior negatively affects employees and threatens their well-being. It not only enriches the research on jay-customer behavior but also provides implications for service companies toward developing internal marketing strategies for enhancing employee happiness and fostering customer orientation.

Keywords

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