Dysfunctional customer behavior and service employees tactics

Authors

DOI:

https://doi.org/10.5902/1983465924984

Keywords:

Dysfunctional customer behavior, services, Customer orientation, Customer sovereignty

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.

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Author Biographies

Paloma Antonio, Pontifícia Universidade Católica do Rio Grande do Sul, Porto Alegre, RS

Doutoranda na área de Marketing pela Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS). Mestrado em Marketing Estratégico pela mesma instituição. Pós-graduada em Relações Internacionais pela Escola Superior de Propaganda e Marketing (ESPM) e graduada em Administração pela Universidade Federal de Santa Maria (UFSM) e em Comércio Exterior pela Instituição Educacional São Judas Tadeu (SJT). Tem experiência nas áreas de Administração de Empresas e Relações Internacionais, com ênfase em Comércio Internacional.

Lélis Balestrin Espartel, Pontifícia Universidade Católica do Rio Grande do Sul, Porto Alegre, RS

Possui graduação em Administração pela UFRGS (1995), graduação em Engenharia Civil pela UFRGS (1990), mestrado em Administração pelo PPGA/UFRGS (1999) e doutorado em Administração pelo PPGA/UFRGS (2005). É professor da Pontifícia Universidade Católica do Rio Grande do Sul e professor convidado em diversas outras Universidades. Tem experiência na área de Administração, com ênfase em Marketing, atuando principalmente nos seguintes temas: comportamento do consumidor, varejo e lealdade de clientes.

Marcelo Gattermann Perin, Pontifícia Universidade Católica do Rio Grande do Sul, Porto Alegre, RS

Possui graduação em Ciências da Computação pela Universidade Federal de Santa Catarina (1985), graduação em Administração de Empresas pela Fundação Armando Álvares Penteado (1988), mestrado em Ciências da Computação pela Universidade Federal do Rio Grande do Sul (1992), especialização em Marketing pela Universidade Federal do Rio Grande do Sul (1995) e doutorado em Administração pela Universidade Federal do Rio Grande do Sul (2002). Fez estágio pós-doutoral em Marketing na Universidad de Murcia (2009). Foi coordenador do Comitê de Assessoramento de área da FAPERGS. Atualmente é professor titular nos cursos de Mestrado e Doutorado do Programa de Pós-Graduação em Administração da Pontifícia Universidade Católica do Rio Grande do Sul, e coordenador do Comitê de Assessoramento de área do CNPq. Tem experiência na área de Administração, com ênfase em Marketing, atuando principalmente nos seguintes temas: orientações estratégicas, inovação, performance organizacional, e interação Universidade-Empresa.

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Published

2019-07-08

How to Cite

Antonio, P., Espartel, L. B., & Perin, M. G. (2019). Dysfunctional customer behavior and service employees tactics. Revista De Administração Da UFSM, 12(2), 302–316. https://doi.org/10.5902/1983465924984

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