شناسایی ابعاد هزینه‌های رفتار انحرافی مشتریان و اعتبارسنجی آن در صنعت بانکداری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری، گروه مدیریت بازرگانی، واحد امارات، دانشگاه آزاد اسلامی، دبی، امارات متحده عربی

2 دانشیار، گروه مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران

3 استادیار، گروه مدیریت بازرگانی، واحد علوم تحقیقات، دانشگاه ازاد اسلامی، تهران، ایران

4 استاد، گروه پزشکی، دانشکده مدیریت و اطلاع رسانی پزشکی دانشگاه علوم پزشکی ایران، تهران، ایران

چکیده
با وجود افزایش اهمیت رفتارهای انحرافی مشتری در بخش‌های خدمات، هزینه‌های آن در سازمان به طور دقیق مشخص نیست. با تکیه بر نظریه حفاظت از منابع و نظریه سرایت عاطفی، اقدام به شناسایی هزینه‌ها و شاخص‌های رفتار انحرافی مشتریان و اعتبارسنجی مقیاس در صنعت بانکداری شده است. توسعه و اعتبارسنجی مقیاس برای بسیاری از کارها بخصوص در علوم اجتماعی و رفتاری حیاتی است. برای دستیابی به این هدف، سه مرحله با نه گام طی شده و در دو مرحله نمونه‌گیری شده است. ابتدا تعداد 21 نفر از کارکنان به صورت هدفمند انتخاب و تجربیات آنان در مورد هزینه‌های رفتارانحرافی از طریق مصاحبه گردآوری و اقدام به ایجاد پرسشنامه اولیه شده است. پس از بررسی روایی محتوایی با مشارکت پنج نفر از متخصصان منابع انسانی و یک مطالعه اولیه، پرسشنامه نهایی در بین 448 نفر از کارکنان صف شعب بانک‌های مختلف براساس نمونه‌گیری آسان در تهران توزیع و شواهد با تحلیل عاملی اکتشافی و تاییدی مورد تجزیه و تحلیل قرار گرفته است. یافته‌های پژوهش حاکی است که هزینه‌های رفتار انحرافی شامل پنج بعد اصلی و سیزده مولفه است. بعد بدرفتاری مشتری شامل دو مولفه: بدرفتاری غیرارتباطی و بدرفتاری ارتباطی؛ بعد واکنش سرپرست شامل دو مولفه: واکنش تنبهی و واکنش حمایتی؛ بعد عذرخواهی مشتری شامل دو مولفه: عذرخواهی رفتاری و عذرخواهی کلامی؛ بعد واکنش کوتاه مدت کارکنان شامل دو مولفه: واکنش فیزیولوژیکی و رفتاری و واکنش هیجانی و واکنش‌های بلندمدت کارکنان شامل پنج مولفه: قصد ترک شغل، استرس شغلی، تحلیل شخصیت، تحلیل موفقیت فردی و تحلیل هیجانی است.

کلیدواژه‌ها


عنوان مقاله English

Identifying the Dimensions of the Costs of Customers’ Deviant Behavior and its Validation in the Banking Industry

نویسندگان English

Kaveh Raoufi Masoleh 1
Kambiz Heydarzadeh 2
Mohammad Ali Abdolvand 3
Seyed Hesam Seyedin 4
1 PhD Student, Department of Business Management, Emirates Branch, Islamic Azad University, Dubai, United Arab Emirates
2 Associate Professor, Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
3 Assistant Professor, Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
4 Professor, Department of Medicine, Iran University of Medical Sciences (School of Health Management and Information Sciences), Tehran, Iran
چکیده English

Relying on the theory of conservation of resources and theory of emotional contagion, the costs and indicators of deviant behavior of customers and the validation of the scale in the banking industry have been identified. Scale development and validation is vital for many fields, especially in social and behavioral sciences. In order to achieve this goal, three stages with nine steps have been taken and samples have been taken in two stages. First, 21 employees were selected in a purposeful manner and their experiences regarding the costs of deviant behavior were collected through interviews and an initial questionnaire was created. After checking the content validity of the questionnaire with the participation of five human resources experts and a preliminary study, the final questionnaire was distributed among 448 employees of various bank branches based on convenient sampling in Tehran and the evidence was analyzed with exploratory and confirmatory factor analysis. The research findings indicate that the costs of deviant behavior include five main dimensions and thirteen components. The dimension of customer misbehavior includes two components: non-communicative misbehavior and communicative misbehavior; The supervisor reaction dimension includes two components: punitive reaction and supportive reaction; The dimension of customer apology includes two components: behavioral apology and verbal apology; The dimension of short-term reaction of employees includes two components: physiological and behavioral reaction, emotional reaction, and long-term reactions of employees include five components: intention to leave the job, job stress, personality analysis, personal success analysis, and emotional analysis.

کلیدواژه‌ها English

Customer Misbehavior
Supervisor Reaction
Customer Apology
Short-Term Employee Reaction
Long-Term Employee Reaction
[1] Man, H., Liu, F., & Gao, Y. (2017). A meta-analysis of the relationship between customer misbehavior and emotional labor. Open Journal of Social Sciences, 5(6), 150-162. DOI: 10.4236/jss.2017.56014
[2] Zhang, H., Zhou, Z. E., Zhan, Y., Liu, C., & Zhang, L. (2018). Surface acting, emotional exhaustion, and employee sabotage to customers: Moderating roles of quality of social exchanges. Frontiers in Psychology, 9, 2197. doi.org/10.3389/fpsyg.2018.02197
[3] Cheng, P., Jiang, J., Xie, S., & Liu, Z. (2022). Dysfunctional customer behavior influences on employees’ emotional labor: The moderating roles of customer orientation and perceived organizational support. Frontiers in Psychology, 13, 966845. doi.org/10.3389/fpsyg.2022.966845
[4] Acquadro Maran, D., Varetto, A., Civilotti, C., & Magnavita, N. (2022). Prevalence and consequences of verbal aggression among bank workers: A survey into an Italian banking institution. Administrative Sciences, 12(3), 78. doi.org/10.3390/admsci12030078
[5] khadivar, A. , & Mehmannavazan, S. (2023). Segmentation and prediction of customer behavior based on the improved RFM model (LRFMSP). Modern Research in Decision Making, 8(2), 123-148. [in Persian]
[6] Arabi, M., Seidnaghavi, M., Vaezi, R., & Koshki Jahromi, A. (2023). Identifying the value creation components of human resources in selected government organizations in the field of culture. Management Research in Iran, 27(3), 30-55. [in Persian]
[7] Raza, B., St-Onge, S., & Ali, M. (2021). Consumer aggression and frontline employees’ turnover intention: The role of job anxiety, organizational support, and obligation feeling. International Journal of Hospitality Management, 97, 103015. doi.org/10.1016/j.ijhm.2021.103015
[8] Baranik, L. E., Wang, M., Gong, Y., & Shi, J. (2017). Customer mistreatment, employee health, and job performance: Cognitive rumination and social sharing as mediating mechanisms. Journal of Management, 43(4), 1261-1282.. doi.org/10.1177/0149206314550995
[9] Tomazelli, J. B., Rohden, S. F., & Espartel, L. B. (2024). The effect of social proximity, attribution, and guilt on accepting dysfunctional customer behavior. Service Business, 1-27. doi.org/10.1007/s11628-024-00556-0
[10] Xiao, B., Liang, C., Liu, Y., & Zheng, X. (2022). Service staff encounters with dysfunctional customer behavior: Does supervisor support mitigate negative emotions? Frontiers in Psychology, 13, 987428. doi.org/10.3389/fpsyg.2022.987428
[11] Yu, S., Wu, N., Liu, S., & Gong, X. (2021). Job insecurity and employees’ extra-role behavior: moderated mediation model of negative emotion and workplace friendship. Frontiers in Psychology, 12, 631062. doi.org/10.3389/fpsyg.2021.631062
[12] Sommovigo, V., Setti, I., O’Shea, D., & Argentero, P. (2020). Investigating employees’ emotional and cognitive reactions to customer mistreatment: an experimental study. European Journal of Work and Organizational Psychology, 29(5), 707-727. doi.org/10.1080/1359432X.2020.1745189
[13] Robertson, N., Rotman, J., McQuilken, L., & Ringer, A. (2023). The customer is often wrong: Investigating the influence of customer failures and apologies on frontline service employee well‐being. Psychology & Marketing, 40(4), 825-844. doi.org/10.1002/mar.21789
[14] Shkoler, O., & Tziner, A. (2017). The mediating and moderating role of burnout and emotional intelligence in the relationship between organizational justice and work misbehavior. Revista de Psicología del Trabajo y de las Organizaciones, 33(2), 157-164. doi.org/10.1016/j.rpto.2017.05.002
[15] Kim, H., & Qu, H. (2019). The effects of experienced customer incivility on employees’ behavior toward customers and coworkers. Journal of Hospitality & Tourism Research, 43(1), 58-77. doi.org/10.1177/1096348018764583
[16] Wang, X., Yang, L., Chen, K., & Zheng, Y. (2024). Understanding teacher emotional exhaustion: exploring the role of teaching motivation, perceived autonomy, and teacher–student relationships. Frontiers in Psychology, 14, 1342598. doi.org/10.3389/fpsyg.2023.1342598
[17] Thapa, S., & Pradhan, P. M. S. (2024). Occupational stress and its correlates among healthcare workers of a tertiary level teaching hospital in Kathmandu, Nepal, during COVID-19 pandemic: a cross-sectional study. BMJ Public Health, 2(1). doi.org/10.1136/bmjph-2023-000126
[18] Parhizgar, M. M., & Bagheri, S. (2017). The relationship between customer mistreatment, emotional dissonance and emotional exhaustion with employee retaliation: Moderator role of supervisory support climate (Case of: Mellat Bank customers in Mashhad). Public Organizations Management, 5(4), 81-94. 20.1001.1.2322522.1396.5.0.6.8 [in Persian]
[19] Nowrozi, H., Ganj Ali Vand, S., & Abdullah Pour, S. (2018). The effect of customer violence on job burnout: Moderation of perceived organizational support. Organizational Resources Management Researches, 8(1), 157-176. [in Persian]
 [20] Salari, M. (2019). Investigating the relationship between customer misbehavior and employee work outcomes with the moderating role of organizational support and the mediating role of emotional burnout, 5th International Conference on New Research in Management, Economics, Accounting and Banking
[21] Jalili, M., Asgarnezhad Nouri, B., Nemati, V., & Dehghani Ghahnavieh, A. (2023). The Impact of Disruptive Customers Behaviors on Frontline Employees Reaction Tourism Organizations, Moderating the Behavioral Approach of Managers and Partners. Geography and Human Relationships, 5(4), 147-168. 0.1001.1.26453851.1402.5.4.8.3 [in Persian]
[22] Hur, W.-M., Moon, T. W., & Han, S.-J. (2015). The effect of customer incivility on service employees’ customer orientation through double-mediation of surface acting and emotional exhaustion. Journal of Service Theory and Practice, 25(4), 394-413. doi.org/10.1108/JSTP-02-2014-0034
[23] Fan, J., & Wang, H. (2022). Customer misbehavior and service employees' emotional exhaustion: Effects of surface acting, involvement, and mental elasticity. Social Behavior and Personality: an international journal, 50(12), 1-13. doi.org/10.2224/sbp.11625
[24] Zhao, X., Wang, F., Mattila, A. S., Leong, A. M. W., Cui, Z., & Yang, H. (2024). The impact of customer misbehavior on frontline employees’ work–family conflict and withdrawal behaviors. International Journal of Contemporary Hospitality Management. doi.org/10.1108/IJCHM-07-2023-0942
[25] Boateng, G. O., Neilands, T. B., Frongillo, E. A., Melgar-Quiñonez, H. R., & Young, S. L. (2018). Best practices for developing and validating scales for health, social, and behavioral research: a primer. Frontiers in public health, 6, 149. doi.org/10.3389/fpubh.2018.00149
[26] Geravand, A., Heidarzadeh Hanzaee, K., dehdashti shahrokh, Z., Abdolvand, M. (2024). Developing a model of consumer behavioral responses during the Covid-19 pandemic. Management Research in Iran, 28(2), 122-144. [in Persian]
27] kalati, R. , kordnaeij, A. , saberi, A. , Yazdani, H. , & bagheri, G. (2024). Identifying contextual factors affecting strategic innovation (case of study: football industry). Modern Research in Decision Making, 8(4), 61-91. [in Persian]
[28] Matavovszky, D., Nguyen Luu, L. A., & Karner, O. (2024). Development of an instrument to assess the mental health of university students: validation of the Outcome Questionnaire-45 in a Hungarian sample. Frontiers in Psychology, 15, 1334615. doi.org/10.3389/fpsyg.2024.1334615