Customers’ Misbehavior Situational Factors Analysis And Management Measures In Retailing Industry

With global manufactuirng industry transferirng and the growth of home market demand,our national economy increases rapidly. The le’vel of peoples living has improved greatly, andthe retailing industry has made great progress. Facing to iferce competition in domestic retail,’all companies regard customers service as first place. Thus, the place of customers graduallyirses. As a consequence, a seiral of problems is coming, which the misbehavior of customershas had severe impact on companies in the process of consumption.From current literature, the research focuses on the descirption of misbehavior and itsb’ad influences, but there isnt systematic research on the categoires of c’ustomers misbehaviorand impact factors in retailing industry. Based on this, this paper discusses and classiifes suchmisbehavior. This paper makes use of the method of critical event to classify misbehaviorsand make code, forming four kinds of misbehavior in the process of consumption. Empiricalstudy is adopted to learn the status of customers’ misbehavior in retailing industry, to test thescientific system of situational factors, and verify the correlation between misbehavior andsituational factors in the supermarket. This research provides theoretical basis for customermanagement.Thi’s research found the following conclusions: customers misbehavior of in retailingindustry is classified into four categoires, which are: aiming at supermarket goods, aiming atsupermarket staff, aiming at other consumer, and aiming at environmental facilities andenvironment. Among these behaviors, the highest frequency and the most seirous behaviorsare: touching bare food casually, unintentional damage to shopping convenience, congestingother consumers when purchasing, and making a racket when shopping. The result ofcorrelation analysis showed that supermarkets can really create consuming environment toaffect individ’ual consumers consumption behavioral tendency, and to reduce the incidence of’customers misbehavior.