EFFECT OF UNETHICAL CUSTOMER BEHAVIOR ON RESTAURANT FRONTLINE EMPLOYEE’S PERCEIVED SERVICE QUALITY

Authors

  • Benazir Baig Department of Business Administration, Fatima Jinnah Women University, Rawalpindi  Pakistan
  • Sohail Kamran Department of Business Administration Fatima Jinnah Women University, Rawalpindi Pakistan
  • Fozia Malik Department of Business Administration Fatima Jinnah Women University, Rawalpindi Pakistan

DOI:

https://doi.org/10.52567/pjsr.v4i2.471

Abstract

This paper investigates how unethical customer behavior affects restaurant service employee’s emotions and, in turn, how these emotions affect their desired service quality? The data from 247 restaurant frontline employees were collected through questionnaires to evaluate the effects of unethical customer behavior, emotional exhaustion and perceived service quality.  Data were analyzed by using SPSS and mediation analysis was done to assess the overall relationship between unethical customer behavior, emotional exhaustion and perceived service quality dimensions. Five dimensional SERVQUAL model was used in the study which includes tangibility, reliability, responsiveness, assurance and empathy to determine the employee perceived service quality in a restaurant setting. Findings suggest that unethical customer behavior significantly affects the emotional exhaustion which further leads to the reliability dimension of perceived service quality. The paper developed an instrument to measure all five dimensions of employee perceived service quality. Theoretical model used in this research contributes to the field in a way that it has not been previously studied, hence adding value to the growing body of knowledge. Based on the study findings, we provide recommendations to restaurant management in developing an ethical climate in service delivery processes in restaurants. 

Key words – Restaurant frontline employees, Unethical Customer Behavior, Emotional Exhaustion, Employee Perceived Service Quality, Service Quality

Author Biographies

  • Benazir Baig, Department of Business Administration, Fatima Jinnah Women University, Rawalpindi  Pakistan

    Graduate

     

  • Sohail Kamran, Department of Business Administration Fatima Jinnah Women University, Rawalpindi Pakistan

    Assistant Professor

  • Fozia Malik, Department of Business Administration Fatima Jinnah Women University, Rawalpindi Pakistan

    Assistant Professor

                                                                                     

Additional Files

Published

2022-06-30

Issue

Vol. 4 No. 2 (2022): Pakistan Journal of Social Research PJSR

Section

Research Article

License

Copyright (c) 2022 Benazir Baig, Sohail Kamran, Fozia Malik

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

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How to Cite

[1]
“EFFECT OF UNETHICAL CUSTOMER BEHAVIOR ON RESTAURANT FRONTLINE EMPLOYEE’S PERCEIVED SERVICE QUALITY”, Pak. J, Soc. Sci., vol. 4, no. 2, pp. 234–250, Jun. 2022, doi: 10.52567/pjsr.v4i2.471.