Triggers for Modifying Dysfunctional Customer Behaviour

Abstract

Dysfunctional customer behaviour in service settings are known to create problems for company managers and to have a negative impact on service performance. Although some prior researches suggested some customer management tactics in service settings, researchers have paid little attention to how customers modify their dysfunctional behaviours. Consequently, validity of customer management tactics and possibility of other customers’ contribution for modifying dysfunctional behaviour have not yet been revealed. This article describes the thematic analysis that reveals a wide variety of elements and triggers which affect the modification of dysfunctional customer behaviour. According to the research findings, two major elements (other customers and employees) are identified and interactions with unknown other customers particularly may have a strong impact on modifying dysfunctional customer behaviours. Furthermore, seven triggers for modifying dysfunctional customer behaviours were exploited: other customer’s dysfunctional behaviour, other customer’s appropriate behaviour, negative reaction of other customer, advice from other customer, employee concession, employee notice, and employee fatigue. Results reveal the positive aspects of the negative phenomenon of dysfunctional customer behaviour in service settings and limited effectiveness of customer management tactics in service settings.