Strategies to mitigate customer incivility and enhance job efficiency for frontline staff

Customer incivility not only directly impacts the psychology and motivation of employees, but can also lead to a decrease in service quality and loss of customer loyalty (Mehmood et al., 2023). The goal of this study is to understand the impact of customer incivility on in-role and extra-role performance, under the mediating effect of work-family enrichment. The model was developed based on the addition of previous studies to propose management implications to help increase in-role and extra-role performance. Research data includes 486 samples collected from frontline staff at airports in Vietnam. A partial least squares structural equation modeling (PLS-SEM) technique was used. The results show that customer incivility has a negative effect on in-role and extra-role performance and has a positive effect on work-family enrichment. The relationship between customer incivility and in-role and extra-role performance was mediated by work-family enrichment. The findings develop deeper theories about the relationships between customer incivility and in-role and extra-role performance. The study also contributes to the literature by examining the mechanism underlying customer incivility and how it affects in-role and extra-role performance. In an effort to reduce the negative consequences of uncivil customers and boost staff efficiency, suggestions for management implications have been made since then.