유통환경에서의 고객 부정행동: 소비자 관점의 고찰

Title
유통환경에서의 고객 부정행동: 소비자 관점의 고찰
Other Titles
Customer Misbehavior in Retail Settings: The Customer's Viewpoint
Author(s)
박경애
Keywords
Misbehavior; Wrong customers; Shoplifting; 부정행동; 불량고객; 고객절도
Issue Date
201007
Publisher
한국의류학회
Citation
한국의류학회지, v.34, no.7, pp.1126 - 1137
Abstract
Customer misbehavior is a behavior that disrupts generally accepted behavioral norms in consumption situations. This study examined customer misbehavior in retail settings by identifying behavioral patterns and exploring behavioral backgrounds and consequences from a customer viewpoint. Qualitative data were collected from individual in-depth interviews, and 149 interviews were analyzed. Customer misbehavior was categorized into unethical returns, problem behaviors in service encounters, shoplifting/fraud, illmannered behaviors, and selfish behaviors. Motivations included monetary gain, adventurism, perceived acceptability of misbehavior, planned unfair complaints, and retaliation. Customers showed a negative image to unkind employees and stores yielding to misbehaviors that were learned and socialized among customers. The study further discusses implications.
URI
http://hdl.handle.net/YU.REPOSITORY/23902
ISSN
1225-1151
Appears in Collections:
생활과학대학 > 의류패션학과 > Articles
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