 Customers' irrational beliefs: Scale development and validationTali Seger-Guttmann Journal of Retailing and Consumer Services, 2019, vol. 49, issue C, 54-66 Abstract: The service literature, in addressing constructs predicting customer behaviors during service delivery, has neglected the domain of customers’ irrational beliefs (IBs). The Customer Irrational Beliefs Scale (CIBS) was constructed in a mixed-methods process of scale development and validation –– with five separate customer samples, in which the final stage employs the scale to predict customer behaviors of ingratiation, assertiveness, social benefits, commitment, and loyalty. The customer irrational beliefs (CIB) construct comprises three different reflective indicators: Subjective Favoritism, Absolute Fairness, and Reasoning Supremacy. CIB predicted customer behaviors of ingratiation, assertiveness, and customer-related outcomes such as commitment and loyalty. This work extends theory in conceptualizing customer IBs in service interactions. Insights derived from the CIBS can help service employees be cognizant of what thoughts underlie unusual customer behavior with the prospect of dealing more effectively with it. Keywords: Customer irrational beliefs; Customer behavior; Retail; Service; Customer-related outcomes (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:49:y:2019:i:c:p:54-66 DOI: 10.1016/j.jretconser.2019.03.007 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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