Skip to main content

Lund University Publications

LUND UNIVERSITY LIBRARIES

Dynamics of violence in the retail service encounter – emotional labour and frontline work in high crime areas

Cassinger, Cecilia LU orcid and Thufvesson, Ola LU (2024) Nordic Retail and Wholesale Conference
Abstract
This paper presents a novel approach to understanding violence in service encounters through a sociological lens, focusing specifically on micro-interactional violence. Traditionally, research on violence has focused on structural aspects, linking it to the capitalist system or viewing it as symbolic violence (Gordon & Zainuddin, 2020; Varman, 2010). This study, however, shifts the focus to the situational nature of violence.

Research aim and questions
The research aims to deepen understanding of the nature of violence in everyday service interactions between frontline service interactions between frontline workers and consumers. It addresses the emergence, management and consequences of violence in the retail sector. The... (More)
This paper presents a novel approach to understanding violence in service encounters through a sociological lens, focusing specifically on micro-interactional violence. Traditionally, research on violence has focused on structural aspects, linking it to the capitalist system or viewing it as symbolic violence (Gordon & Zainuddin, 2020; Varman, 2010). This study, however, shifts the focus to the situational nature of violence.

Research aim and questions
The research aims to deepen understanding of the nature of violence in everyday service interactions between frontline service interactions between frontline workers and consumers. It addresses the emergence, management and consequences of violence in the retail sector. The research questions are: (1) What types of violence occur in retail stores? (2) How does violence emerge in retail stores? (3) How do frontline workers manage violence at the intersection of 'customer is king' ideology and safety concerns?

Literature review
Violent confrontations between frontline workers and customers are a growing concern in all service industries, particularly retail (Raggiotto et al., 2023). Yet, research on workplace violence in Nordic retail settings is scarce. The retail management literature has traditionally dehumanised service workers, emphasising corporate performance over social interactions between employees and customers. The "customer is king" ideology complicates handling violent situations in retail settings, as it requires workers to suppress their emotions and maintain a positive demeanour even when facing aggression. This ideology promotes relational superiority, customer autonomy, and choice, which make it challenging for frontline workers to manage offensive customers while adhering to management's emotional display rules (Korczynski & Ott, 2004; Bitner et al., 1994).

The emotional labour required of frontline workers often leads to stress and burnout (Hochschild, 1983/2015; Harris & Daunt, 2013). Violent situations amplify the emotional labour involved in retail work. In the next section we introduce a sociological approach to better understand and address how frontline workers navigate violent situations in service interactions.

Theoretical approach
To understand violence in retail service encounters, we adopt the micro-sociological approach to violence developed by sociologist Randall Collins (2008). This approach highlights the dynamic nature of violent encounters and focuses on violence as situational, rather than linked to inherently violent individuals. Violence occurs when perpetrators encounter resistance, when their plans are disrupted, or as a demonstration of power.

Escalation and de-escalation are key aspects of Collins' theory. Violence is emotionally demanding, often incompetent and unpredictable. Collins (2012) argues that motivation alone is not enough for violence; emotional tension and fear also play a crucial role.

Methodology
Our empirical material consists of testimonies from witnesses and victims of retail violence in high-crime areas in Sweden. These areas are characterised by open drug dealing, distrust of institutions and a culture of silence (Swedish Police Authority, 2023). The research focused on large chain grocery stores (Coop, ICA, Hemköp, Willys) in ten areas in the municipalities of Stockholm, Järfälla, Jönköping, Gothenburg, Helsingborg, Kristianstad and Malmö.

The research highlights the situational and escalatory nature of violent conflicts in stories of frontline workers.Inspired by mobile research approaches (O'Neill & Roberts, 2019), we used three qualitative methods: participant observations, urban walks, and in-depth interviews. Planned and spontaneous in-depth interviews were conducted with 53 people, including retail workers (26 interviews), community workers (13 interviews) and property managers (14 interviews).

Findings
Findings show that frontline workers face a constant threat of violence, although actual incidents are rare. When violent situations occur, they tend to arise from customer threats or from conflicts outside the store, such as shootings. Frontline workers are typically unable to retaliate due to emotional display rules that require them to maintain a positive demeanour. This one-way dynamic, in which the customer is free to express his or her anger, exacerbates the power imbalance. The 'customer is king' ideology reinforces this imbalance, as employees are seen as inferior and must suppress their anger while serving customers.

The escalation of violence can start at any point, sometimes suddenly, as when a frontliner witnesses a shooting in the shopping mall. However, violence may also escalate from lower levels if not addressed promptly (table 1).

De-escalation strategies involve orchestrated performances and interaction rituals, with retail managers playing a key role in providing protection and setting boundaries. For example, managers may address minor misbehaviour such as littering or cycling in the store to maintain order and safety.

Conclusions
This paper contributes to the understanding of violence in retail service encounters, particularly in high crime areas. This study highlights the need for a sociological approach within retail management to address how frontline workers navigate violence in retail service interactions. Violence in retail settings is inherently situational, requiring workers to know when to act and when to de-escalate. To enable workers to manage threatening situations professionally, protective measures and safety procedures are important. Retailers need to go beyond simply tolerating verbal and physical violence in stores by investing in staff training and routines for dealing with violence in retail service encounters.
(Less)
Please use this url to cite or link to this publication:
author
and
organization
publishing date
type
Contribution to conference
publication status
published
subject
keywords
vulnerable areas, place, retailing, violence, emotional labour
conference name
Nordic Retail and Wholesale Conference
conference location
Helsingborg, Sweden
conference dates
2024-11-05 - 2024-11-07
project
New forms of cooperation for the promotion of safe retail in vulnerable urban places
Centre for Retail Research at Lund University
language
English
LU publication?
yes
id
ed18afcf-a102-482e-8a25-35b66b30167f
alternative location
https://nrwa.se/nrwc-2024/
date added to LUP
2024-11-07 09:39:26
date last changed
2025-04-04 13:59:56
@misc{ed18afcf-a102-482e-8a25-35b66b30167f,
  abstract     = {{This paper presents a novel approach to understanding violence in service encounters through a sociological lens, focusing specifically on micro-interactional violence. Traditionally, research on violence has focused on structural aspects, linking it to the capitalist system or viewing it as symbolic violence (Gordon &amp; Zainuddin, 2020; Varman, 2010). This study, however, shifts the focus to the situational nature of violence.<br/><br/>Research aim and questions<br/>The research aims to deepen understanding of the nature of violence in everyday service interactions between frontline service interactions between frontline workers and consumers. It addresses the emergence, management and consequences of violence in the retail sector. The research questions are: (1) What types of violence occur in retail stores? (2) How does violence emerge in retail stores? (3) How do frontline workers manage violence at the intersection of 'customer is king' ideology and safety concerns?<br/><br/>Literature review<br/>Violent confrontations between frontline workers and customers are a growing concern in all service industries, particularly retail (Raggiotto et al., 2023). Yet, research on workplace violence in Nordic retail settings is scarce. The retail management literature has traditionally dehumanised service workers, emphasising corporate performance over social interactions between employees and customers. The "customer is king" ideology complicates handling violent situations in retail settings, as it requires workers to suppress their emotions and maintain a positive demeanour even when facing aggression. This ideology promotes relational superiority, customer autonomy, and choice, which make it challenging for frontline workers to manage offensive customers while adhering to management's emotional display rules (Korczynski &amp; Ott, 2004; Bitner et al., 1994).<br/><br/>The emotional labour required of frontline workers often leads to stress and burnout (Hochschild, 1983/2015; Harris &amp; Daunt, 2013). Violent situations amplify the emotional labour involved in retail work. In the next section we introduce a sociological approach to better understand and address how frontline workers navigate violent situations in service interactions.<br/><br/>Theoretical approach<br/>To understand violence in retail service encounters, we adopt the micro-sociological approach to violence developed by sociologist Randall Collins (2008). This approach highlights the dynamic nature of violent encounters and focuses on violence as situational, rather than linked to inherently violent individuals. Violence occurs when perpetrators encounter resistance, when their plans are disrupted, or as a demonstration of power. <br/><br/>Escalation and de-escalation are key aspects of Collins' theory. Violence is emotionally demanding, often incompetent and unpredictable. Collins (2012) argues that motivation alone is not enough for violence; emotional tension and fear also play a crucial role. <br/><br/>Methodology<br/>Our empirical material consists of testimonies from witnesses and victims of retail violence in high-crime areas in Sweden. These areas are characterised by open drug dealing, distrust of institutions and a culture of silence (Swedish Police Authority, 2023). The research focused on large chain grocery stores (Coop, ICA, Hemköp, Willys) in ten areas in the municipalities of Stockholm, Järfälla, Jönköping, Gothenburg, Helsingborg, Kristianstad and Malmö. <br/><br/>The research highlights the situational and escalatory nature of violent conflicts in stories of frontline workers.Inspired by mobile research approaches (O'Neill &amp; Roberts, 2019), we used three qualitative methods: participant observations, urban walks, and in-depth interviews. Planned and spontaneous in-depth interviews were conducted with 53 people, including retail workers (26 interviews), community workers (13 interviews) and property managers (14 interviews). <br/><br/>Findings<br/>Findings show that frontline workers face a constant threat of violence, although actual incidents are rare. When violent situations occur, they tend to arise from customer threats or from conflicts outside the store, such as shootings. Frontline workers are typically unable to retaliate due to emotional display rules that require them to maintain a positive demeanour. This one-way dynamic, in which the customer is free to express his or her anger, exacerbates the power imbalance. The 'customer is king' ideology reinforces this imbalance, as employees are seen as inferior and must suppress their anger while serving customers. <br/><br/>The escalation of violence can start at any point, sometimes suddenly, as when a frontliner witnesses a shooting in the shopping mall. However, violence may also escalate from lower levels if not addressed promptly (table 1).<br/><br/>De-escalation strategies involve orchestrated performances and interaction rituals, with retail managers playing a key role in providing protection and setting boundaries. For example, managers may address minor misbehaviour such as littering or cycling in the store to maintain order and safety. <br/><br/>Conclusions<br/>This paper contributes to the understanding of violence in retail service encounters, particularly in high crime areas. This study highlights the need for a sociological approach within retail management to address how frontline workers navigate violence in retail service interactions. Violence in retail settings is inherently situational, requiring workers to know when to act and when to de-escalate. To enable workers to manage threatening situations professionally, protective measures and safety procedures are important. Retailers need to go beyond simply tolerating verbal and physical violence in stores by investing in staff training and routines for dealing with violence in retail service encounters. <br/>}},
  author       = {{Cassinger, Cecilia and Thufvesson, Ola}},
  keywords     = {{vulnerable areas; place; retailing; violence; emotional labour}},
  language     = {{eng}},
  month        = {{11}},
  title        = {{Dynamics of violence in the retail service encounter – emotional labour and frontline work in high crime areas}},
  url          = {{https://nrwa.se/nrwc-2024/}},
  year         = {{2024}},
}