Enhancing customer civility: Integrating civility climate behaviors and self-service technology

Abstract

This studydrawsonsocialexchangetheoryandthetechnologyacceptancemodeltoexaminehowcivilityclimate behaviors and self-service technology influence customer civility. Utilizing multilevel modeling with data from 379 employees and 304 customers over three time lags, the research identifies that civility climate behaviors significantly enhance customer civility. The findings reveal that a civility climate toward customers fully mediates this relationship, and self-service technology strongly moderates it, strengthening the positive effects. Thestudycontributes byshifting focus from employeeresponses toproactive customer engagementstrategies. It provides empirical support for the impact of consistent service delivery, solving problems, personalized interactions, and going the extra mile on customer civility. These insights highlight the importance of balancing technological investments with customized service to optimize customer outcomes. Service managers should train staff to deliver on promises, solve problems promptly, and use user-friendly self-service technologies to foster a positive civility climate. This approach enhances customer experiences, supports a respectful service environment, and contributes to employee well-being and organizational performance.