Влияние девиантного поведения сотрудников на степень девиантного потребительского поведения в сфере услуг

Nowadays studies of customer behavior is still relevant. However, customer misbehavior is given much less attention than desirable, generally accepted, "correct" behavior. Meanwhile, this phenomenon is widespread and can cause serious harm to companies, their employees and other customers, and therefore deserves to be studied. It is possible that employee misbehavior is one of the factors that influence consumer behavior. It is known that not only consumers but also employees misbehave. In this paper, we conducted an empirical study of perceived employee misbehavior influence on the customer misbehavior severity in Russian service industry. The customer “snow-ball” survey was conducted and 98 responses were collected. The obtained data were analyzed by the structural equations modeling. We found that the more employees deviate, the higher the consumer misbehavior severity is. In addition, customer repatronage intent increases the customer misbehavior severity. As a result of the research we give some recommendations to companies on how they can reduce the harm from consumer misbehavior.