Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
권호 표지
DOI QR코드

DOI QR Code

Customer Misbehavior in Retail Settings: The Customer's Viewpoint

유통환경에서의 고객 부정행동: 소비자 관점의 고찰

  • Received : 2010.04.26
  • Accepted : 2010.06.15
  • Published : 2010.07.31
Download PDF
⟨ Previous Next ⟩

Abstract

Customer misbehavior is a behavior that disrupts generally accepted behavioral norms in consumption situations. This study examined customer misbehavior in retail settings by identifying behavioral patterns and exploring behavioral backgrounds and consequences from a customer viewpoint. Qualitative data were collected from individual in-depth interviews, and 149 interviews were analyzed. Customer misbehavior was categorized into unethical returns, problem behaviors in service encounters, shoplifting/fraud, ill-mannered behaviors, and selfish behaviors. Motivations included monetary gain, adventurism, perceived acceptability of misbehavior, planned unfair complaints, and retaliation. Customers showed a negative image to unkind employees and stores yielding to misbehaviors that were learned and socialized among customers. The study further discusses implications.

Keywords

Acknowledgement

Supported by : 한국학술진흥재단

References

  1. 구입하고 반품하고 훔치고, 40대 여 구속. (2009, 6. 3). 국민일보. 자료검색일 2010, 5. 26, 자료출처 www.kukinews.com
  2. 금융권 디마케팅 강화하나. (2008, 12. 18). 한국금융신문. 자료검색일 2010, 5. 26, 자료출처 www.fntimes.com
  3. 노정구, 김상조. (2002). 자아정체감 및 자극추구성향이 청소년 상점절도에 미치는 영향에 관한 탐색적 연구. 마케팅관리연구, 7(3), 155-175.
  4. 박경애. (2004). 문제고객에 대한 탐색적 연구: 서비스종업원의 관점에서. 한국의류산업학회지, 6(2), 177-183.
  5. 박경애. (2008). 비윤리적 고객 반품행동의 고찰: 유통업체 종업원 관점. 한국의류학회지, 32(9), 1356-1365. https://doi.org/10.5850/JKSCT.2008.32.9.1356
  6. 별별 좀도둑 다 있네, 머리 싸맨 대형마트. (2010, 4. 5). 매일신문. 자료검색일 2010, 4. 5, 자료출처 www.imaeil.com
  7. 유통업계도 체리피커로 골머리. (2007, 9. 13), 이코노미21. 자료검색일 2010, 5. 26, 자료출처 www.economy21.co.kr
  8. Berry, L. L., & Seiders, K. (2008). Serving unfair customers. Business Horizons, 51(1), 29-37. https://doi.org/10.1016/j.bushor.2007.09.002
  9. Bitner, M. J., Booms, B. H., & Mohr, L. A. (1994). Critical service encounters: The employee's viewpoint. Journal of Marketing, 58(4), 95-106. https://doi.org/10.2307/1251919
  10. Budden, M. C., & Griffin Ill. T. F. (1996). Explorations and implications of aberrant consumer behavior. Psychology and Marketing, 13(8), 739-740. https://doi.org/10.1002/(SICI)1520-6793(199612)13:8<739::AID-MAR1>3.0.CO;2-G
  11. Cox, D., Cox, A. D., & Moschis, G. P. (1990). When consumer behavior goes bad: An investigation of adolescent shoplifting. Journal of Consumer Research, 17(Sep), 149-159. https://doi.org/10.1086/208545
  12. Denegri-Knott, J. (2006). Consumers behaving badly: Deviation or innovation? Power struggles on the web. Journal of Consumer Behavior, 5(1), 82-94. https://doi.org/10.1002/cb.45
  13. Fowler, A. R. (2007). Hooligan's holiday: Rethinking deviant consumer behavior and marketing. Advances in Consumer Research, 34, 39-44.
  14. Fulleton, R. A., & Punj, G. (1993). Choosing to misbehave: A structural model of aberrant consumer behavior. Advances in Consumer Research, 20, 570-574.
  15. Fullerton, R. A., & Punj, G. (1997). What is consumer misbehavior? Advances in Consumer Research, 24, 336-339.
  16. Fullerton, R. A., & Punj, G. (2004). Repercussions of promot. ing an ideology of consumption: Consumer misbehavior. Journal of Business Research, 57(11), 1239-1249. https://doi.org/10.1016/S0148-2963(02)00455-1
  17. Godwin, B. F., Patterson, P. G., & Johnson, L. W. (1999). Consumer coping strategies with dissatisfactory service encounter: A preliminary investigation. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 12, 145-154.
  18. Gordon, I. (2006). Relationship demarketing: Managing wasteful or worthless customer relationships. Ivey Business Journal Online, Mar/Apr, 1-4.
  19. Harris. L. C., & Reynolds, K. L. (2003). The consequences of dysfunctional customer behavior. Journal of Service Research, 6(2), 144-161. https://doi.org/10.1177/1094670503257044
  20. Harris, L. C., & Reynolds, K. L. (2004). Jaycustomer behavior: An exploration of types and motives in the hospitality industry. The Journal of Services Marketing, 18(5), 339-357. https://doi.org/10.1108/08876040410548276
  21. Huang, W., Lin, Y., & Wen. Y. (2010). Attributions and outcomes of customer misbehavior. Journal of Business Psychology, 25(1), 151-161. https://doi.org/10.1007/s10869-009-9137-x
  22. Huefner, J. C., & Hunt, K. H. (2000), Consumer retaliation as a response to dissatisfaction. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 13, 114-27.
  23. Huefuer, J. C., Parry, B. L., Payne, C. R., Otto, S. D., Huff, S. C., Swenson, M. J., & Hunt, H. K. (2002). Consumer retaliation: Confirmation and extension. Journal of consumer Satisfaction, Dissatisfaction and Complaining Behavior, 15, 114-127.
  24. Kowalski, R. M. (1996). Complaints and complaining: Functions, antecedents and consequences. Psychological Bulletin, 119(2), 179-196. https://doi.org/10.1037/0033-2909.119.2.179
  25. Krasnovsky, T., & Lane, R. C. (1998). Shoplifting: A review of the literature. Agression and Violent Behavior, 3(3), 219-35. https://doi.org/10.1016/S1359-1789(97)00022-0
  26. Lovelock, C. (1994). Product plus: How product+service=competitive advantage. New York: McGraw-HilI.
  27. Lovelock, C. (2001). Services marketling: People, technology, strategy (4th ed.). Sydney: Prentice-Hall.
  28. Mitchell, V. W., Baiabanis, G., Schlegelmilch, B. B., & Corn. well, T. B. (2009). Measuring unethical consumer behavior across four countries. Journal of Business Ethics. 88(2), 395-412. https://doi.org/10.1007/s10551-008-9971-1
  29. Nyer, P. U. (1997). A study of the relationships between cognitive appraisals and consumer emotions. Journal of the Academy of Marketing Science, 25(4), 296-304. https://doi.org/10.1177/0092070397254002
  30. Reynolds, K. L.. & Harris, L. C. (2005). When service failure is not service failure: An exploration of the forms and motives of illegitimate customer complaining. Journal of Services Marketing, 19(5), 321-335. https://doi.org/10.1108/08876040510609934
  31. Speights, D., & Hilinski. M. (2005). Return fraud and abuse: How to protect profits. Retailing Issues Newsletter, 17(1), 1-6.
  32. Tonglet, M. (2002). Consumer misbehaviour: An exploratory study of shoplifting. Journal of Consumer Behavior, 1(4), 336-354. https://doi.org/10.1002/cb.79