Customer Misbehavior in Retail Sector: Indian Prospective

Abstract

Customer misbehavior in retail refers to any intentional or unintentional action by customers that disrupts the normal functioning of the store, negatively affecting employees, other customers or the overall shopping experience. This study investigates customer misbehavior in the Indian retail sector and focuses on its disruptive effects on store operations, employees, co-customers and overall shopping experiences. Using a mixed-method research design, the research integrated quantitative and qualitative data from 300 participants including 70 managers, 130 employees and 100 co-customers in 35 top urban retail stores in the fashion, grocery and electronics segments. The findings suggest that customer misbehavior, influenced by specific cultural, economic and social factors in India, significantly increased stress and frustration among employees. The study highlights the importance of effective communication and proactive management strategies to mitigate these negative effects, which will ultimately lead to enhanced employee well-being, customer loyalty, and service quality in India's competitive retail market. This analysis fills an important gap in the literature by focusing on customer misbehavior in the Indian context and provides practical insights to improve retail management practices.