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Walking in Your Customers’ Shoes: Leveraging the Interplay of Cultural Intelligence and Customer-Oriented Perspective Taking to Cultivate Employee Creative Deviance
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DOI：10.1080/1528008X.2025.2585300.png)
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Abstract
En 中文
To achieve a competitive advantage in the increasingly cross-cultural environments that characterize the hospitality industry, service personnel must develop robust adaptability strategies. Despite the recognized challenges posed by cross-cultural settings in hospitality and their impact on service delivery, the literature has scarcely addressed the pivotal role of employee creative deviance in this industry. This study seeks to address this gap by proposing a theoretical model that hypothesizes a relationship between cultural intelligence and employee creative deviance, mediated by customer-oriented perspective taking. The model was empirically tested using cross-sectional data collected from 206 hospitality industry employees, analyzed through structural equation modeling. The results substantiate the hypothesized relationships, demonstrating that cultural intelligence significantly influences employee creative deviance, with customer-oriented perspective-taking acting as a mediating variable. Based on these findings, the study advocates for the strategic development of cultural intelligence to equip employees with the capabilities to effectively serve diverse clientele through innovative and adaptive behaviors.
Keywords:
Culture intelligence
customer-oriented perspective taking
employee creative deviance
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2.3
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218
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