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Customer misbehaviour in access-based consumption

Schaefers, T, Wittkowski, K, Benoit, S and Ferraro, R (2015) Customer misbehaviour in access-based consumption Journal of Service Research, 19 (1), 1. pp. 3-21.

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Abstract

Customer misbehavior in service settings is problematic for two reasons: (1) because of the direct damage it causes and (2) because of additional negative effects that arise from the contagion of such misbehavior. The authors extend existing theory of customer misbehavior by studying its contagious effect. The investigation focuses on access-based services, defined as transactions in which multiple consumers successively gain temporal, short-term access to a good, while legal ownership remains with the service provider (e.g., car sharing and fashion rentals). Due to the nature of these services, they are especially prone to indirect customer misbehaviour, which is directed at the accessed product and occurs in the absence of others. Two online experiments provide the first empirical evidence for a contagiousness of misbehavior and reveal that this effect is driven by customers’ perceptions of the social norms among the customer group. Moreover, they indicate that greater strength of the accessed product’s brand as well as lower anonymity of the accessed product’s owner attenuate contagion. A field experiment shows that an increase in the communal identification among access-based service customers reverses the contagious effect, with customers more likely to remove signs of previous users’ misbehavior. The results suggest that access-based service providers should address customer misbehavior by (a) investing in the products they offer access to, (b) establishing more personal relationships with customers, and, foremost, (c) increasing communal identification among customers.

Item Type: Article
Subjects : Marketing
Divisions : Faculty of Arts and Social Sciences > Surrey Business School
Authors :
AuthorsEmailORCID
Schaefers, TUNSPECIFIEDUNSPECIFIED
Wittkowski, KUNSPECIFIEDUNSPECIFIED
Benoit, SUNSPECIFIEDUNSPECIFIED
Ferraro, RUNSPECIFIEDUNSPECIFIED
Date : 20 July 2015
Identification Number : 10.1177/1094670515595047
Copyright Disclaimer : This article is distributed under the terms of the Creative Commons Attribution-NonCommercial 3.0 License (http://www.creativecommons.org/licenses/by-nc/3.0/) which permits non-commercial use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access page (https://us.sagepub.com/en-us/nam/open-access-at-sage).
Additional Information : This article is distributed under the terms of the Creative Commons Attribution-NonCommercial 3.0 License (http://www.creativecommons.org/licenses/by-nc/3.0/) which permits non-commercial use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access page (https://us.sagepub.com/en-us/nam/open-access-at-sage).
Depositing User : Symplectic Elements
Date Deposited : 08 Mar 2016 16:31
Last Modified : 08 Mar 2016 16:31
URI: http://epubs.surrey.ac.uk/id/eprint/810027

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