Customer deviance: A framework, prevention strategies, and opportunities for future research

• Main Authors: FOMBELLE, Paul W., VOORHEES, Clay M., JENKINS, Mason R., SIDAOUI, Karim, BENOIT, Sabine, GRUBER, Thorsten, GUSTAFSSON, Anders, ABOSAG, Ibrahim
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2020
• Subjects: Deviant behaviors; Customer relationship; Retailing; Service marketing; Marketing; Sales and Merchandising
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/7577; https://ink.library.smu.edu.sg/context/lkcsb_research/article/8576/viewcontent/CustomerDeviance_av.pdf
• Institution: Singapore Management University

The phrase the "customer is always right" assumes that customers provide universal benefits for firms. However, in recent years, customer deviance is on the rise and the academic literature has provided little insight into the drivers of deviance, the actual behaviors, and strategies for h...