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Managing customer misbehavior: Challenges and Strategies

Harris, Lloyd C. and Daunt, Kate 2013. Managing customer misbehavior: Challenges and Strategies. Journal of Services Marketing 27 (4) , pp. 281-293. 10.1108/08876041311330762

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Purpose – In this study the authors aim to explore the impact of customer misbehavior on frontline employees and managers and to elucidate the management tactics and strategies that managers employ in an attempt to minimize the impact of customer misbehavior on the workplace. Design/methodology/approach – Following a discussion of the research design and methodology employed, the findings of 88 in-depth interviews are presented. Findings – These data suggest that customer misbehavior impacts on frontline employees, managers, and managerial strategies. Three main effects of customer misbehavior on customer-contact employees are uncovered: physiological, cognitive, and attitudinal. These are connected with four main management challenges: conflicting pressures, recruitment and retention, counseling and motivation, and time expenditure. Finally, data analysis finds evidence of six main ways in which managers attempted to reduce or to alleviate harmful customer misbehavior: selective recruitment, changes to training and induction procedures, enhanced rewards, work-team design, increase counseling, and alterations to the servicescape. Practical implications – The authors recommend that practitioners undertake a misbehavior audit that explores not only the extent of customer misbehavior but also the mechanisms, systems, and procedures the organization has for identifying, recording, and attempting to minimize the effects of dysfunctional customer behavior. Originality/value – This study contributes insights into how customer-contact personnel and managers are both affected and cope with customer misbehavior. These insights are helpful for service managers faced with customer misbehavior and academicians interested in how employees respond to contemporary customers.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce
Uncontrolled Keywords: Consumer behaviour, Customer deviance, Customer dysfunctional behaviour, Customer misbehaviour, Customers, Retail employees, Retailing, Services marketing
Publisher: Emerald
ISSN: 0887-6045
Last Modified: 04 Jun 2017 05:09

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