Why Customers Behave Badly? The Review of Antecedent Research on Customer Misbehavior

Because of customer misbehavior's universality and significantly negative impact on fellow customers, employees and service companies, researchers have paid attention to the antecedents of customer misbehavior to discuss how it happens. This paper reviews existing literature of antecedent research on customer misbehavior in terms of customer traits, services cape characteristics and their interaction effects. The main focus of existing research is on the customer traits, especially the psychological characteristics, while services cape characteristics and their interaction effects have been paid less attention. Most research considers the single typology of either customer traits or services cape characteristics, and the whole model has not been examined integrally. Empirical research that explores the occurrence mechanism of customer misbehavior is in a serious lack. Little research is done under the background of Chinese culture. This paper puts forward some suggestions for future research in the end.