The impact of customer misbehavior on other customers' satisfaction. The moderating role of customer culture. The case of Vietnam and Belgium

Abstract

The purpose of this study is to investigate how customer misbehavior impacts on other customers’ satisfaction toward the service firm. The moderating effect of national culture on the relationships among verbal abuse, dishonest action and customer satisfaction is also examined. Using survey data collected from Vietnam and Belgium, the findings indicate that customers’ satisfaction with the firm is negatively influenced by both verbal abuse and dishonest action of other customers. Deceitful behavior is found to have stronger negative effect on customers’ satisfaction. This confirms that different types of misbehaviors have different influences on other customers’ evaluation. Second, the relationship between verbal abusive behavior and other customers’ satisfaction is moderated by collectivism and uncertainty avoidance values, except for restraint cultural dimension. Finally, only uncertainty avoidance moderates the relationship between dishonest action and customer satisfaction. Collectivism and restraint dimensions are not found to have moderating effects on the relationship. The findings of current study provide Vietnamese and Belgian managers insights into the impact of cultural characteristics on customer satisfaction toward service firms, especially in restaurant context.