Investigation on factors affecting dysfunctional customer behavior (the case: customers of car manufacturing dealership in Ahvaz)

Many studies suggest customer behavior is both functional and good-mannered way during the exchange process, but there is evidence that shows customers sometimes do dysfunctional behaviors and impose problems for organizations, employees and even other customers. Dysfunctional customer behavior is influenced by various factors. According to the role and importance of the customer in the survival of the organization, managers need to understand the importance of these factors. Because few studies have considered this aspect of customer behavior, the purpose of this research is studying influencing factors on dysfunctional customer behaviors. Based on the theoretical foundations of research, factors such as disaffection with service, confusion of servicescape and psychological obstructionism are effective in these behaviors. The sample of this research is customers of after sales service dealerships of car companies (Irankhodro and SAIPA) in Ahvaz. Eventually data were collected from 385 questionnaires and analyzed through structural equation modeling (SEM) and using PLS software. Statistical test results showed that confusion of servicescape affected significantly on disaffection with service and ddysfunctional customer behavior. Also psychological obstructionism affected individual assessments of servicescape and dysfunctional customer behavior. And on other hand, disaffection with service affected dysfunctional customer behavior.