Title: Examination of the antecedents and the outcomes of customer incivility: a case study in the Vietnamese hospitality industry

Authors: Huan Quang Ngo; Bang Nguyen-Viet; Phuc Log Nguyen

Addresses: School of Management, University of Economics Ho Chi Minh City, 59C Nguyen Dinh Chieu Street, Vo Thị Sau Ward, District 3, Ho Chi Minh City, Vietnam ' School of Management, University of Economics Ho Chi Minh City, 59C Nguyen Dinh Chieu Street, Vo Thị Sau Ward, District 3, Ho Chi Minh City, Vietnam ' School of Management, University of Economics Ho Chi Minh City, 59C Nguyen Dinh Chieu Street, Vo Thị Sau Ward, District 3, Ho Chi Minh City, Vietnam

Abstract: This study aims to test the antecedents and outcomes of customer incivility in the Vietnamese hospitality industry. This study followed a quantitative approach. Data were gathered from a sample of 477 customers who dealt with employees in hospitality organisations. The results of this study suggest that customer incivility is primarily predicted by service environment, service orientation, training/knowledge, and service-representative incivility. The results also showed that customer incivility significantly affects forgiveness and vengeance. Moreover, forgiveness significantly and positively influenced customer-oriented behaviour, and vengeance significantly affected dysfunctional employee behaviour. Finally, demographic factors such as the male sex, low education levels, and younger employees had higher scores on customer incivility than the female sex, high education levels, and older employees. This study investigates the antecedents and outcomes of customer incivility in the Vietnamese hospitality industry.

Keywords: customer incivility; service representative incivility; incivility; hospitality industry; Vietnam.

DOI: 10.1504/IJBEM.2024.135098

International Journal of Business and Emerging Markets, 2024 Vol.16 No.1, pp.50 - 70

Accepted: 05 Apr 2023
Published online: 30 Nov 2023 *