Jaycustomer behavior: an exploration of types and motives in the hospitality industry

Lloyd C. Harris (holds the Sir Julian Hodge Chair in Strategic Marketing, Cardiff Business School, Cardiff University, Cardiff, UK)
Kate L. Reynolds (Researcher in Strategic Marketing, Cardiff Business School, Cardiff University, Cardiff, UK)

Journal of Services Marketing

ISSN: 0887-6045

Publication date: 1 August 2004

Abstract

Christopher Lovelock originated the term “jaycustomer” behavior to refer to customers who deliberately act in a thoughtless or abusive manner, causing problems for the firm, employees, or other customers. An overview of existing literature reveals the focal concentration of empirical research regarding the listing or categorization of jaycustomer behaviors has been on individual forms. While the need for a development of a typology of general or all‐embracing jaycustomer behaviors has been recognized, and forwarded by a small number of researchers, such efforts have been anecdotal or conceptual in nature, or have emerged as part of wider research. The aim of this study is to advance understanding of the different forms of jaycustomer behaviors through providing empirical insights that explore and describe the activities and motivations of such “deviant” or “dysfunctional” customer behaviors through garnering empirical insights from both customer‐contact employees and customers themselves. After a review of existing literatures and a discussion of the research design and approach adopted, the findings from over 100 in‐depth interviews, utilizing critical incident technique, are presented and the implications of the study discussed.

Keywords

Citation

Harris, L.C. and Reynolds, K.L. (2004), "Jaycustomer behavior: an exploration of types and motives in the hospitality industry", Journal of Services Marketing, Vol. 18 No. 5, pp. 339-357. https://doi.org/10.1108/08876040410548276

Publisher

:

Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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