Omid Kamran Disfani

Omid Kamran Disfani is an assistant professor of marketing at Southern Illinois University's College of Business Analytics. Dr. Kamran’s research and teaching interests revolve around managerial marketing, marketing strategy, services marketing, and retailing. His research has been published or accepted for publication in Journal of Service Research, European Journal of Marketing, Journal of Business Research, Journal of Product and Brand Management, and Academy of Marketing Science Review. Dr. Kamran teaches courses in marketing strategy, branding, and data science at the undergraduate, MBA, and PhD levels at Southern Illinois University-Carbondale.

Photo of a cafe worker in a yellow apron leaning against the counter and looking back at some frowning customers.

Customer Incivility: A Call for Constructive Resistance

Conventional wisdom suggests that frontline employees should appease uncivil customers to resolve the unpleasant situation as quickly as possible and minimize the distraction and associated damage. However, this approach has not been effective in reducing or stopping customer incivility.

2 months ago