Dysfunctional customer behavior and service employees tactics

Paloma Antonio, Lélis Balestrin Espartel, Marcelo Gattermann Perin

Abstract


Dysfunctional customer behavior has grown substantially and has inspired academic research. In this theoretical study, the authors point out that the promotion of the myth of customer sovereignty through the culture of customer orientation is considered to be one of the variables that trigger these behaviors. The frontline employee manages the interactions in services and seeks to serve clients, but within the limitations of the offers. The discrepancy between the customers’ desires and what he obtains causes disillusionment and potentially dysfunctional behavior. Through their experience, employees accumulate tacit knowledge that grounds their assessment of situations and their development of tactics. On the other hand, organizations do not consider the dysfunctional customer behavior nor the tacit knowledge that exists in the service team in their strategies and actions, eventually not making use of this knowledge that could mitigate such behaviors. This is a theoretical article aimed at opening space for the debate of the dysfunctional customer behavior and service employees’ tactics through a theoretical composition that supports propositions and a conceptual model, as well as the suggestion of a future empirical test.

Keywords


Dysfunctional customer behavior, services; Customer orientation; Customer sovereignty

Full Text:

PDF

References


ARGYRIS, C.; SCHÖN, D. Organizational Learning II: theory, method, and practice. Reading/Mass; Addison–Wesley, [s.l.], 1996.

BITNER, M. J.; BOOMS, B. H.; MOHR, L. A. Critical Service Encounters: The Employee’s Viewpoint. Journal of Marketing, [s.l.], v. 58, n. 4, p. 95–106, 1994.

BUNDERSON, J.S.; SUTCLIFFE, K.M. Management team learning orientation and business unit performance. Journal of Applied Psychology, [s.l.], v. 88, n. 3, p.552–560, 2003.

CELUCH, K.G., KASOUF, C.J.; PERUVEMBA, V. The effects of perceived market and learning orientation on assessed organizational capabilities. Industrial Marketing Management, [s.l.], v. 31, n. 6, pp.545–554, 2002.

DAUNT, K. L.; HARRIS, L. C. Motives of dysfunctional customer behavior: an empirical study. Journal of Services Marketing, [s.l.], v. 26, n. 4, p. 293–308, 2012.

ECHEVERRI, P.; SALOMONSON, N.; ABERG, A. Dealing with customer misbehavior: Employees’ tactics, practical and implicit knowledge. Marketing Theory, [s.l.], v. 12, n. 4, p. 427–449, 9 dez. 2012.

FELLESSON, M; SALOMONSON, N.; ABERG, A. Troublesome travelers – the service system as a trigger of customer misbehavior. International Journal of Quality and Service Sciences, [s.l.], v. 5, n. 3, p. 256-274, 2013.

FISK, R.; GROVE, S.; HARRIS, L.C.; KEFFE, D.A.; DAUNT, K.L.; RUSSELL-BENNETT, R.; WIRTZ, J. Customers behaving badly: a state of the art review, research agenda and implications for practitioners. Journal of Services Marketing, [s.l.], v. 24, n. 6, p. 417–429, 2010.

FULLERTON, R. A.; PUNJ, G. Choosing to misbehave: a structural model of aberrant consumer behavior. Advances in Consumer Research, [s.l.], v. 20, p. 570–574, 1993.

FULLERTON, R. A.; PUNJ, G. Repercussions of promoting an ideology of consumption: consumer misbehavior. Journal of Business Research, [s.l.], v. 57, p. 1239– 1249, 2004.

GRANDEY, A.A.; DICKTER, D.N.; SIN, H-P. The customer is not always right: customer aggression and emotion regulation of service employees. Journal of Organizational Behavior, [s.l.], v. 25, p. 397-418, 2004.

GREER, D. A. Defective co-creation: developing a typology of consumer dysfunction in professional services. European Journal of Marketing, [s.l.], v. 49, n. 1/2, p. 238-261, 2015.

GROVE, S.J.; VITELL, S.J.; STRUTTON, D. Non-normative consumer behavior and the techniques of neutralization. In: Proceedings of the 1989 AMA Winter Educators Conference. American Marketing Association, [s.l.], p. 135, 1989.

HARRIS, L. C. Service employees and customer phone rage: an empirical analysis. European Journal of Marketing, [s.l.], v. 47, n. 3, p. 463–484, 2013.

HARRIS, L. C.; DAUNT, K. Managing customer misbehavior: challenges and strategies. Journal of Services Marketing, [s.l.], v. 27, n. 4, p. 281–293, 2013.

HARRIS, L. C.; REYNOLDS, K. L. Jaycustomer behavior: an exploration of types and motives in the hospitality industry. Journal of Services Marketing, [s.l.], v. 18, n. 5, p. 339–357, 2004.

HARRIS, L. C.; REYNOLDS, K. L. The Consequences of Dysfunctional Customer Behavior. Journal of Service Research, [s.l.], v. 6, n. 2, 2003.

JAWORSKI, B. J. Toward a Theory of Marketing Control: Environmental Context, Control Types, and Consequences. Journal of Marketing, [s.l.], v. 52, p. 23–39, 1988.

KORCZYNSKI, M.; EVANS, C. Customer abuse to service workers: an analysis of its social creation within the service economy. Work, Employment & Society, [s.l.], v. 27, n. 5, p. 768–784, 25 jul. 2013.

KORCZYNSKI, M.; OTT, U. When Production and Consumption Meet: Cultural Contradictions and the Enchanting Myth of Customer Sovereignty. Journal of Management Studies, [s.l.], v. 41, n. 4, 2004.

LAM, S. K.; KRAUS, F; AHEARNE, M. The Diffusion of Market Orientation throughout the Organization: A Social Learning Theory Perspective. Journal of Marketing, [s.l.], v. 74, n. 5, p. 61-79, 2010.

LOVELOCK, C.H. Services marketing: people, technology, strategy. Prentice-Hall: Upper Saddle River, NJ, 4.ed, 2001.

MARTOCCHIO, J.J.; HERTENSEIN, E.J. Learning orientation and goal orientation context: relationships with cognitive and affective learning outcomes. Human Resource Development Quarterly, [s.l.], v. 14, n. 4, p.413–434, 2003.

NARVER, J. C.; SLATER, S. F. The Effect of a Market Orientation on Business Profitability. Journal of Marketing, [s.l.], v. 54, n. 4, p. 20–35, 1990.

REYNOLDS, K.L.; HARRIS, L.C. The Consequences of Dysfunctional Customer Behavior. Journal of Service Research, [s.l.], v. 6, n. 2, p. 144-161, 2003.

REYNOLDS, K.L.; HARRIS, L.C. Deviant customer behavior: an exploration of frontline employee tactics. Journal of Marketing Theory and Practice, [s.l.], v. 14, n. 2, p. 95-111, 2006.

REYNOLDS, K.L.; HARRIS, L.C. Dysfunctional customer behavior severity: an empirical examination. Journal of Retailing, [s.l.], v. 85, n. 3, p. 321-335, 2009.

SALOMONSON, N; FELLESSON, M. Publication: Tricks and tactics used against troublesome travelers—Frontline staff's experiences from Swedish buses and trains. Research in Transportation Business & Management, [s.l.], v. 10, p. 53–59, 2014.

SENGE, P. M. A Quinta Disciplina: arte, teoria e prática da organização de aprendizagem. São Paulo: Nova Cultural, 1990.

SINKULA, J. Market information processing and organizational learning. Journal of Marketing, [s.l.], v. 58, n. 1, p. 35–45, 1994.

VARGO, S. L.; LUSCH, R. F. Evolving to a New Dominant Logic for Marketing. Journal of Marketing, [s.l.], v. 68, n. 1, p. 1–17, 2004.

VOSS, C.; ROTH, A.V.; ROSENZWEIG, E.D., BLACKMON, K.; CHASE, R.B. A tale of two countries’ conservatism, service quality, and feedback on customer satisfaction. Journal of Service Research, [s.l.], v. 6, n. 3, p. 212-230, 2004.

YAGIL, D. When the customer is wrong: A review of research on aggression and sexual harassment in service encounters. Aggression and Violent Behavior, [s.l.], v. 13, n. 2, p. 141–152, mar. 2008.




DOI: http://dx.doi.org/10.5902/1983465924984

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Licença Creative Commons
Este obra está licenciado com uma Licença Creative Commons Atribuição-NãoComercial-CompartilhaIgual 4.0 Internacional.

  

  

Revista de Administração da UFSM. Brazilian Journal of Management

Universidade Federal de Santa Maria, Santa Maria, Rio Grande do Sul, Brasil, eISSN 1983-4659