Developing a Model in Antecedents of Consumer Misbehavior on Chain Stores

Abstract

The aim of this study is to fill the existing gap in consumer behavior literature by demonstrating the comprehensive antecedents of consumer misbehavior model. Consequently, this paper contributes to elucidate the salient factors that lead customers to misbehave. Data were collected from a survey of chain stores in Iran, Tehran (Hyperstar, Hyperme, shahrvand)(n=384). Confirmatory factor analysis and structural equation modeling were utilized to analyze the data. This study represents associations between past consumer misbehaviors, Personality variables (Machiavellianism, self-esteem, sensation seeking, aggressiveness, Consumer Alienation), Environmental variables (Layout and design, atmospherics, Perceptions of employee service, Exterior environment), Situational variables (Loyalty Intention, Severity of dysfunctional misbehavior, Perceived opportunity, Perceived risk service) and motivational variables (financial motivation, Ego gain motivation, Revenge motivation). our empirical results offer support for the forwarded research model and demonstrate that future misbehaviors intention is considerably affected by past misbehaviors. Summary of statement of contribution: The novelty point of this study is to illuminate the antecedent of misbehavior for the first time based on the background of Iranian culture. Furthermore, no study has been observed to explore the association between customers' motives, personality, contextual and environmental factors with past and future intentions. This paper puts forward some suggestion for future research.

Black Friday and Consumer Misbehavior: A Qualitative Analysis of Pakistan’s Black Friday Sale

“…Some of the significant studies and the studied variables are as follows: the personality factors, environmental factors, motivational factors, and situational factors (Akbari, Abdolvand, & Ghaffari, 2016), machiavellianism, consumer alienation, aggressiveness, sensation seeking, and self-esteem (Amelia & Ronald, 2017), social dimensions and spatio-temporal (Daunt & Greer, 2015), contextual factors (servicescape and situation-specific variables) and individual factors (personality and demographic variables) (Daunt & Harris 2012), perceived employee service, deviance consumer repatronage intent, past consumer misbehavior, and severity of consumer misbehavior (Daunt & Harris, 2014), official classification, perceived risk, norms, intent, perceived outcomes, perceived fairness, past experiences as victim, and moral identity (Dootson, Johnston, Beatson, & Lings, 2016), personality, attitudes to unethical consumer behavior, and shoplifting (Egan & Taylor, 2010), consumer misbehavior and frontline employees, consumer misbehavior: management strategies and tactics (Harris & Daunt, 2013), and denial of victim, denial of injury, claim of normalcy, claim of relative acceptability and justification by comparison, appeal to higher loyalties, and denial of responsibility (Harris & Dumas, 2009). Although many researchers have conducted studies on different variables and contexts in the literature of consumer misbehavior, the research in the context of Black Friday sale is understudy.…”

The forms and antecedents of customer misbehaviour: a bibliometric analysis and qualitative research from Asian emerging country perspective

“…The topics from the incivility cluster are aggression, stress, absenteeism, job performance and customer service. Researchers are showing interest in these themes, and much work has been done in this field (Akbari et al , 2016). However, examining paper publication by country reveals there is significantly less research in India focusing on dysfunctional customers, even though 62% of the customers surveyed in this research had misbehaved in a service industry setting.…”

تأثير سوء سلوك العميل علي الاحتفاظ بالعميل: الدور الوسيط لسلوكيات التدمير المشترك للقيمة دراسة تطبيقيه على مراكز التسوق بمدينة المنصورة

“…. (Huang, 2008;Harris and Reynolds;Akbari et al, 2016) . (Harris and Reynolds, 2004;Reynolds and Harris, 2005;Shoham et al, 2015) .…”