The Invisible Face in Service Quality: Relationships Amongst Relative Deprivation, Anger Rumination and Service Sabotage on Marketing Employee

Yagmur Ozyer Aksoy, Ebru Gozukara, Yasin Aksoy
T.C. Istanbul Arel University, Turkey

Abstract: Relative deprivation is defined as the range of joint actions between individual achievement and individual deviation, intergroups attitudes and physical and mental health. Apart from certain deprivation, in relative deprivation there is a relative lack in individuals rights, beliefs or materials compared to other individuals. This theory has been studied by many disciplines like management, marketing, behavioral sciences and it is conceived as an action that will be effective in the formation of service sabotage in employee behavior. In todays cutthroat competitive environment the aim of organizations is maximizing the service quality. The employees having the relative deprivation can reveal the service sabotage during the production of service and goods. Besides; the increase in the individuals focusing on bad experiences, angry afterthoughts and reaching new conclusions on the basis of previous evidences might increase the service sabotage behaviour. This research aims to examine the relationships amongst relative deprivation of marketing employees, anger rumination and service sabotage of these employees. The anger rumination is studied as the moderator variable of the research model. The participation of anger rumination inside the relation between relative deprivation and service sabotage constitutes this models distinctive aspect. The data obtained from this research propose that the service quality is a rising need of companies thus eliminating the impact level of the relative deprivation and anger rumination on production levels of service or goods may contribute to the building of a more qualified companies in competitive markets.

Keywords: Relative deprivation, anger rumination, service sabotage.