The effect of customers' relationship levels with banks and demographic characteristics of customers on the attitudes towards customer misbehavior

In service sectors customers' interaction level higher than other sectors due to the customer existence during the service production. Therefore service success is also influenced by how customer react during service encounter. But this statement is ignored academically because general thought 'Customer is always right.' motto which is generally accepted in marketing literature. Customer misbehaviour is real and common problem for employees and organizations. Typically customer misbehaviour is; improper action and behaviours that out of the box. The aim of this study is to explore how the bank customer relationship level and their demographics effect the customer misbehavior. We used exploratory sequential mixed method. The study conducted two levels. Firstly, we have got qualitative data from 100 bank staff. We have asked them to describe a customer misbehavior that they have experienced with their customers. We categorize the behaviors according to the answers. Then the attitudes of bank customers towards customer misbehavior have measured by a 341 questionnaire which is prepared to the extent of categorization. Also the effect of customers' relationship levels with banks and demographic characteristics of them on the attitudes towards customer misbehavior was analyzed. The findings revealed that gender has an important effect on attitudes towards customer misbehaviour. It was found that the increase in the number of bank worked with customers increases propensity to be objector. Also it was found that the increase in customers' length of relation with the banks increases propensity to be haggler. Keywords: Customer misbeviour, jaycustomer, unfair customer, problem customer, dysfunctional customer behaviour.