Drivers of Consumer Misbehavior: A Case Study Approach in Pakistani Apparel Retail
Abstract
Consumer misbehavior represents a pervasive and disruptive issue in retail environments, significantly impacting both employees and organizational operations. This study explores the underlying factors driving consumer misbehavior toward employees in apparel retail settings, focusing on a case study approach conducted in Islamabad and Rawalpindi, Pakistan. Using in-depth interviews with frontline employees and managers from three major shopping malls, the research identifies key themes influencing consumer misbehavior, including impatience during checkout, product-related issues, the pandemic's impact, and the chaos of sales events. Findings reveal that delays and long wait times at the cash counter frequently trigger aggressive behavior, while challenges related to health policies during the pandemic and customer frustration with product quality and availability further exacerbate misbehavior. The study also highlights the role of customer characteristics, such as personal stress and entitlement, in driving disruptive actions. The results provide actionable insights for managing consumer interactions and improving employee responses to misbehavior. Future research should expand the sample beyond the studied cities and consider quantitative approaches to enhance the generalizability and applicability of the proposed conceptual framework.
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