Customer compliance with employee fuzzy requests in service encounters: a self-determination theory perspective

Abstract

This research proposes a theoretical model to explain customer compliance with employee fuzzy requests in service encounters from a self-determination theory perspective. Utilizing data collected from 382 car-hailing users in south China, the model was examined through partial least squares structural equation modeling. Results revealed that identified and integrated regulations are positively related to customer compliance. Furthermore, identified regulation is positively affected by sense of relatedness, while integrated regulation is positively influenced by perceived autonomy support, self-efficacy, and sense of relatedness. This study provides important implications for scholars and managers by establishing a self-determination mechanism.