Abstract
Purpose This study aims to provide empirically generated insights into the drivers of guardianship behaviour among frontline service employees (FLEs) within retail settings. Design/methodology/approach The research framework comprises a quantitative survey of 507 frontline service employees at national supermarkets within New Zealand. Findings The findings of the survey suggest that service employee perceptions of internal corporate social responsibility (CSR) activities, their level of psychological ownership towards the supermarket and personal moral beliefs, shape their guardianship behaviours and, consequentially, the prevention of in-store deviant behaviours by customers such as shoplifting. Originality/value The contribution of this paper is twofold. First, it offers both a conceptual foundation and an empirical-based evaluation of the antecedents and role of guardianship behaviour among frontline service employees. Second, the conceptual model derived from this research may aid practitioners in developing strategies that engender guardianship behaviours in their employees within service contexts.