Constructive Deviance in Insurance:The Stakeholder’s Perspective

Previous studies reported that the deviation from established norms might be detrimental to both employees and organizations. Later, researchers broadened the definition of deviance to include constructive behaviors that violate organizational norms, but lend helping hands to the employees and to the organization. The growing acceptance of constructive deviance holds great significance for industries like insurance, where such deviance on the constructive side may result in innovative products, better customer-driven organizational processes, and enhanced use of technology for cost cutting. The present study explores the acceptance of six diverse dimensions of constructive deviance (creative deviance, issue selling, whistleblowing, organizational citizenship behavior, pro-social role behavior, and extra-role behavior).The study reported a healthy acceptance and perceptual preparedness for constructively deviant behavior. Variations based on demographical variables such as age, gender, experience, and educational qualifications, are also examined. The paper concludes that adequate investment in employees propels the laws of reciprocity, as establishments who have embraced and embedded constructive deviance in their culture will reap that which they have sown.