Customer incivility is a pervasive issue in service organizations that profoundly impacts the psychological and physical well-being of employees. Frontline employees usually experience this incivility during service encounters. However, there exists a noticeable gap in research dedicated to a comprehensive understanding of customer incivility within the context of service relationships. This study provides evidence that many customers engage in uncivil behaviors, encouraged either by the management's marketing strategies or by employees striving to nurture service relationships with frequent...