Exploring Customer Incivility in the Service Sector: A Systematic Review and Roadmap for Future Research

ABSTRACT Customer incivility (CI) increasingly shapes service work, from frontline hospitality staff to digital agents in retail and banking. This study applies the PRISMA protocol to review 112 empirical articles published between 2009 and 2025. Using the Theory, Context, Characteristics and Methods (TCCM) framework, we synthesise key findings and highlight the dominant themes in CI research. Our analysis identifies under‐explored areas, including digital CI dynamics and cultural influences and proposes a framework to guide future inquiry. We set out a research agenda across five themes: theory development, cultural comparisons, digitalisation, intersectionality and intervention design. Conceptually, the review advances the theorisation of CI by clarifying boundaries and neglecting dynamics. Methodologically, it demonstrates the value of TCCM for structuring evidence and systematic analysis. Practically, it translates insights into strategies such as de‐escalation training, platform‐level moderation and organisational policies that reduce reliance on individual resilience.