Developing a typology of disruptive customer behaviors

• Published in: International journal of contemporary hospitality management 2017-09, Vol.29 (9), p.2341-2360
• Main Authors: Gursoy, Dogan, Cai, Raine (Ruiying), Anaya, Gerardo Joel
• Format: Article
• Language: English
• ISSN: 0959-6119; 1757-1049
• DOI: 10.1108/IJCHM-08-2016-0454

Purpose This paper aims to examine the phenomenon of disruptive service behavior: an act by a customer that negatively affects the service experience of other customers and to identify typology of disruptive behaviors of customers that can negatively alter the service experiences of by-standing customers. Design/methodology/approach Anecdotes of customers’ service experiences that were negatively affected by the behavior of other customers were gathered from several customer review and discussion websites using a netnographic study approach. Data were analyzed using a qualitative data analysis approach with an iterative and inductive methodologies. Findings The analysis produced a typology featuring seven categories of disruptive behaviors of customers: “Inattentive Parents with Naughty Kids”, “Oral Abusers”, “Outlandish Requesters”, “Hysterical shouters”, “Poor Hygiene Manners”, “Service Rule Breakers” and “Ignorant Customers”. Practical implications Using the typology developed in this study, managers and operators of hospitality businesses can identify specific customer service behaviors and develop strategies and actions to minimize the impact of those behaviors on the service experience of other customers. Originality/value Even though a great deal of attention has been given to how employees can damage customers’ service experiences, much less work has been conducted on disruptive behaviors of customers as an influential factor of service quality and satisfaction. This study aims to address this gap in the literature by developing a typology of disruptive customer behaviors.