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The forms and antecedents of customer misbehaviour: a bibliometric analysis and qualitative research from Asian emerging country perspective

Apoorva A. (Department of Marketing, NITIE, Mumbai, India)
Ranjan Chaudhuri (Department of Marketing, IIM Ranchi, Ranchi, India)
Sheshadri Chatterjee (Department of Computer Science and Engineering, IIT Kharagpur, Kharagpur, India)
Demetris Vrontis (School of Business, University of Nicosia, Nicosia, Cyprus)

Journal of Asia Business Studies

ISSN: 1558-7894

Article publication date: 2 December 2022




This study aims to identify and elucidate on the different forms and antecedents of customer misbehaviour in the service industry of the emerging country particularly India.


This study adopts a bibliometric analysis approach using bibliophagy software and thematic analysis to reveal four themes: “forms of customer misbehaviour”; “antecedents of such misbehaviour”; “changes in the personal and work behaviour of employees and management”; and “measures to reduce customer misbehaviour”. These are combined and interrelated to extant theories and empirical data to ultimately produce a comprehensive model on the subject.


This study finds the antecedents and analyses different forms of customer misbehaviour from Asian customer perspectives. A thematic output is provided which policymakers and other researchers can use to develop various policies and which other related research could use as inputs in the area or consumer behaviour and emerging countries.

Research limitations/implications

This study contributes to the field of behavioural studies, especially in the Asian context. Policymakers and future researchers can use these findings to understand different customer-related issues from Asian customer perspective. However, the focus on the Indian consumer market as an emerging country in Asia limits the applicability and generalizability of the study for all emerging countries.


The originality and value of this study is related to its pioneering use of bibliometric and thematic analysis from the Asian service context. The value of such research work is associated with both scholarly and executive implications. Regarding the latter, this study examines the myopic nature of uncivil behaviour and helps service firms to understand and manage its different forms, conclusively also providing practicable executive directions on the problem.



A., A., Chaudhuri, R., Chatterjee, S. and Vrontis, D. (2022), "The forms and antecedents of customer misbehaviour: a bibliometric analysis and qualitative research from Asian emerging country perspective", Journal of Asia Business Studies, Vol. ahead-of-print No. ahead-of-print.



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