Channel-switching behaviour and customer deviance

• Published in: International journal of retail & distribution management
• Main Authors: Mayr, Kathrin, Teller, Christoph
• Format: Journal Article
• Language: English
• Published: 20-09-2024
• ISSN: 0959-0552
• DOI: 10.1108/IJRDM-11-2023-0634

Purpose Unacceptable 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/approach This 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. Findings The 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 implications This 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/value As 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.