Not always co-creating brand: effects of perceived justice on employee brand sabotage behaviours in the hotel industry

Jiamin Peng · Xinhua Guan · Tzung-Cheng T.C. Huan

29 citations0/0 files storedInternational Journal of Contemporary Hospitality Management

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Job Satisfaction and Organizational Behavior Customer Service Quality and Loyalty Emotional Labor in Professions

Abstract

Purpose This study aims to explore the concept of frontline employee’s brand sabotage behaviour (BSB) and the influencing factors of BSB in the hotels and their partner travel agencies from the perspective of perceived justice and establishes a moderating mechanism based on emotional resource supplementation. Design/methodology/approach This paper developed a measurement scale of BSB through interviews with hotel employees and multiple rounds of questionnaire surveys in Study 1 and tested the research model and hypotheses using a structural equation model analysis in Study 2. Findings The results of multiple rounds of surveys indicate that a positive perception of procedural justice helps to restrain employees from implementing BSB but the employee’s perceived customer injustice can directly stimulate not only the BSB but also reduce employees’ perception of the level of procedural justice. However, when employees’ self-efficacy for emotional regulation is higher, the positive relationship between customer injustice and BSB and the negative impact on procedural justice is weakened. Practical implications The findings suggest that managers should implement practices to suppress BSB by actively managing the service interaction process and reduce the instances of unjust customer behaviours, while preventing employees from sabotaging brands at both organizational and employee levels by promoting organizational procedural justice and employees’ self-efficacy for emotional regulation. Originality/value The research results enrich the discussion on the integration of resources in the process of value co-creation and the common sabotage of brand value caused by resource abuse. Further, this study also supplements and perfects the theory of service brand management.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.1988On the Evaluation of Structural Equation Models 1989Conservation of resources: A new attempt at conceptualizing stress.2005Social Exchange Theory: An Interdisciplinary Review 2001The Influence of Culture, Community, and the Nested‐Self in the Stress Process: Advancing Conservation of Resources Theory 2001On the dimensionality of organizational justice: A construct validation of a measure.2015Institutions and axioms: an extension and update of service-dominant logic

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2023Supportive supervisor behavior and helping behaviors in the hotel sector: assessing the mediating effect of employee engagement and moderating influence of perceived organizational obstruction 2022Will catering employees’ job dissatisfaction lead to brand sabotage behavior? A study based on conservation of resources and complexity theories

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