Theses and Dissertations
Date of Award
5-2025
Document Type
Dissertation
Degree Name
Ph.D.
Department
Business Administration
Committee Chair
Joseph F. Hair, Jr., Ph.D.
Abstract
Customer incivility is a persistent challenge for front-line employees (FLEs), often leading to adverse workplace outcomes. This research examined whether positive reappraisal can transform incivility into a source of growth. Grounded in Social Cognitive Theory, the research explored how positive reappraisal mediates the relationship between customer incivility and two key forms of self-efficacy—regulatory emotional and workplace social—ultimately influencing job satisfaction. The moderating roles of perceived organizational support and trait mindfulness were also investigated.
A cross-sectional survey of 296 FLEs was analyzed using partial least squares structural equation modeling (PLS-SEM). More specifically, the results confirmed customer incivility positively predicts positive reappraisal. Additionally, customer incivility indirectly enhances self-efficacy and job satisfaction via positive reappraisal. Mediation analysis further reveals positive reappraisal serves as a competitive mediator, counteracting the direct detrimental effects of incivility. Surprisingly, FLEs' perceived organizational support weakened the positive reappraisal pathway, suggesting highly supported employees may rely less on individual coping strategies.
These findings challenge the prevailing view of customer incivility as a purely negative antecedent, uncovering its potential to foster resilience. Organizations could support employees by incorporating cognitive reframing techniques into training and balancing support systems to promote adaptive coping. This research offers a more nuanced perspective on workplace stressors and their potential to drive positive outcomes.
Recommended Citation
Boyd, Justin S., "Reframing Rudeness: Exploring Positive Reappraisal as a Pathway from Customer Incivility to Self-Efficacy" (2025). Theses and Dissertations. 221.
https://jagworks.southalabama.edu/theses_diss/221
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