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Indeed, scarce evidence explores how customer-oriented deviance during the service encounter affects customers' psychological state as well as whether the psychological consequences deriving from employee deviance which actually render the customer more prone to reciprocally respond the employee or the organization with some kind of citizenship behaviour (Hochstein, Bonne and Clark, 2015), this study addresses the impact of three types of customer-oriented deviance on post-deviant customer evaluations.
To address these issues, an experimental design with a 3x2 between-subjects design is adopted.