Switching Customers ? Customers Reactions to other Customers' Behaviour in Retail Stores: An Abstract
Sprache des Vortragstitels:
AMS WMC 2023
Sprache des Tagungstitel:
Negatively deviating forms of customer behaviour such as queue jumping, fraud upto abusive and aggressive behaviours directed at bystander customers, employees and the store is on the rise. It effects not only the store and its employees but as well bystander customers and represents a threat to the customer experience including customers' satisfaction (Fombelle et al., 2020). Such extreme forms of behaviours cause significant financial losses to firms ? directly and indirectly. For example, according to the PWC's most recent global economic crime and fraud survey, more than 10 billion USD financial losses amount to customer fraud with customers topping the list of fraud perpetrators globally (PWC, 2022). Not only that, such negative customer behaviours result in hidden indirect damages to retailers as customers may no longer willing to shop in stores where such deviating customer events occurred.
Therefore, the aims of this research are to identify dimensions of negatively deviating customer behaviours (NCD) perceived by bystander customers in stores, to investigate its consequences and to examine NCD's impact on bystander customers intentions to switch retail channels, specifically online stores. Lastly, the research imposes managerial implications for retailers to diminish and control NCD induced threats to bystander customers.
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Hauptvortrag / Eingeladener Vortrag auf einer Tagung