Breaking rules yet helpful for all: Beneficial effects of pro‐customer rule breaking on employee outcomes

Summary Pro‐customer rule breaking refers to employees' of organizational rules with the primary intention helping customers or providing better customer service. In spite its prosocial nature, it is unclear whether and how pro‐customer also benefits employees who engage in this behavior. Drawing on self‐determination theory, we examine well‐being voice at work as outcomes breaking. Across a simulation study critical incident‐based survey study, found that was positively related employee psychological need fulfillment, which, turn, associated lower emotional exhaustion, higher job satisfaction, increased voice. Furthermore, normative conflict moderated positive relationship between fulfillment such high (i.e., perception their existing results inefficiency organization could be much if changed practices) benefited more from We discuss theoretical practical implications these findings offer directions for future research.