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

The Korean Society of Clothing and Textiles (한국의류학회)
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Customer Misbehavior in Retail Settings: The Retail Employee Perspective

유통환경에서의 고객 부정행동 고찰: 유통업체 종업원 관점

  • Received : 2010.05.31
  • Accepted : 2010.07.04
  • Published : 2010.07.31
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Abstract

This study examined customer misbehaviors in retail settings by identifying behavioral patterns and exploring behavioral backgrounds and consequences from the employee's perspectives. Qualitative data were collected from an individual interview method, and 222 interviews were analyzed. Customer misbehavior was categorized into unethical returns, problem behaviors in service encounters, unreasonable demands, shoplifting/fraud, ill-mannered behaviors, and selfish behaviors. Behavioral backgrounds included dissatisfaction, unreasonable expectations, actively benefiting of service failures, taking advantage of service standards, illegitimate complaints, monetary gains, transferring responsibility, and demanding special treatment. Employees experienced stress facing misbehaving customers with no other choice except to accept misbehaviors and learned misbehaviors as customers themselves. The study further discusses the implications.

Keywords

Acknowledgement

Supported by : 한국학술진흥재단

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