Channel-switching behaviour and customer deviance

Abstract

PurposeUnacceptable behaviour in retailing – negative customer deviance (NCD) is rising, damaging retailers financially. Current research investigates forms of NCD by addressing its impact on employees but overlooks its effects on bystander-customers and their retail channel preferences. As channel switching within retailing is increasing unprecedentedly, this research investigates its correspondence with NCD encounters.Design/methodology/approachThis research uses structural equation modelling, based on data collection administered through a web-based survey of 1,008 customers of at least 16 years of age, to analyse the research model.FindingsThe findings reveal unexplored forms of NCD perceived by bystander-customers in retailing and their consequences, linking it to bystander-customers' ill-being, dissatisfaction with the shopping experience, a decrease in store commitment and an increase in their retail channel-switching intentions. Additionally, the research uncovers moderating variables.Practical implicationsThis research tests NCD dimensions and effects on bystander-customers, which indicate the need for retailers to address shopping values, attitudes and commitment through corrective, proactive and long-term strategic actions.Originality/valueAs one of the first studies to investigate the impact of NCD on bystander-customers' intentions to switch from store-based to online shopping, strategies for retailers are developed to help diminish and control NCD-induced threats to bystander-customers.