When serving customers includes correcting them: Understanding the ambivalent effects of enforcing service rules

Service employees frequently must enforce rules upon their customers to mitigate dysfunctional customer behavior and ensure proper service delivery (e.g., enforce “fasten seatbelt” signs on flights). However, the consequences of enforcing service rules (ESR) are not well understood. To elucidate the effect of ESR, the authors present seven studies involving > 6800 customers and consisting of cross-sectional and longitudinal data from customer...