Table 3.

Results of mediation analysis.

	Point			Bootstrapping
	estimation	Product of coefficients		Bias-corrected 95% CI		Percentile 95% CI
		SE	Z	Lower	Upper	Lower	Upper
Pro-customer deviance	→	Gratitude toward employee	→	Service friendship
Indirect effects	0.110	0.053	2.075	0.022	0.237	0.018	0.230
Direct effects	0.444	0.097	4.577	0.241	0.625	0.242	0.626
Total effects	0.554	0.080	6.925	0.392	0.708	0.392	0.707
Pro-customer deviance	→	Gratitude toward employee	→	Positive feedback
Indirect effects	0.222	0.068	3.265	0.116	0.377	0.116	0.377
Direct effects	0.381	0.103	3.699	0.171	0.572	0.168	0.569
Total effects	0.604	0.079	7.646	0.440	0.754	0.445	0.762
Pro-customer deviance	→	Gratitude toward employee	→	Tolerance
Indirect effects	0.088	0.061	1.443	−0.010	0.229	−0.010	0.228
Direct effects	0.124	0.133	0.932	−0.132	0.392	−0.145	0.381
Total effects	0.213	0.116	1.836	−0.007	0.448	−0.011	0.445
Pro-customer deviance	→	Customer-company identification	→	Prohibitive voice
Indirect effects	0.147	0.048	3.063	0.062	0.252	0.062	0.251
Direct effects	0.404	0.085	4.753	0.233	0.562	0.239	0.568
Total effects	0.550	0.073	7.534	0.407	0.690	0.412	0.697
Pro-customer deviance	→	Customer-company identification	→	Advocacy
Indirect effects	0.185	0.050	3.700	0.096	0.291	0.096	0.291
Direct effects	0.333	0.097	3.433	0.136	0.522	0.134	0.521
Total effects	0.519	0.082	6.329	0.351	0.674	0.351	0.675

5,000 bootstrap samples.