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

Abstract

This study draws on social exchange theory and the technology acceptance model to examine how civility climate 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. The study contributes by shifting focus from employee responses to proactive customer engagement strategies. 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.