Negative Consumer Behavior What is negative consumer behavior and what are the characteristics of a bad customer? How can managers address this issue to ensure success?

1490 WordsDec 31, 20026 Pages
Negative Consumer Behavior To fully understand what negative consumer behavior is and what makes a bad customer, we first have to understand what "consumer behavior" is. In their book, "Consumer Behavior: Concepts and Strategies," Berkman and Gilson (1981) say that the American Cultural System, which is made of values and artifacts, strongly influences consumer activity in the United States. "In the twentieth century, American Culture reflected a distinct consumption ethic based upon affluence and gratification of desires through material acquisition" (Berkman and Gilson, 1981). Consumer Behavior is defined as "the activities of people engaged in actual or potential use of market items-whether products, services, retail environments, or…show more content…
However, what is happening is exactly the opposite. "Four of five universities allow on-campus solicitations for credit cards and charge credit card vendors between $175 to $400 per day to rent tables during freshman orientation. Schools also receive a percentage of all student charges when they authorize the issuance of an affinity card" (Roberts and Jones, 2001). So is compulsive buying behavior negative or positive? There are however some consumer behaviors that are easy to distinguish from being negative or positive. The abusive customer for example, is a type of consumer that is never satisfied that induces high amounts of stress on the employees. Those who have worked in retail and customer service have probably dealt with such consumers. Working in a clothing store has given me the opportunity to experience the stress created by dealing with the so-called "abusive customers." This negative behavior creates a conflict between customer satisfaction and employee satisfaction. "The consumer satisfaction category has the main position in marketing theory and is based on the premise that the profit is made through the process of satisfaction of consumers' demands...researchers continually confirm a significant correlation between satisfaction and repeated buying, greater brand loyalty, and spreading a positive opinion of the product" (Dubrovski, 2001). Customer is indeed important to the success of a business, but so is

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