Journal of value creating in Business Management

Identifying the dimensions of customer misconduct and its costs in the banking industry

Document Type : Original Article (Qualitative)

Authors

Kaveh Raoufi masouleh 1
kambiz heidarzadeh Hanzaei 2
Mohamad Ali Abdolvand 3
Hesam Seyedin 4

1 Department of Business Management, UAE.C., Islamic Azad University, Dubai, United Arab Emirates.

2 Department of Business Administration, Science and Research Branch, Islamic Azad University, Tehran, Iran

3 Department of Business Management, SR.C., Islamic Azad University, Tehran, Iran.

4 Department of Health in Disasters and Emergencies, IUMS, Tehran, Iran

https://doi.org/10.22034/jvcbm.2025.555441.1657
Abstract
The aim of this study is to identify the dimensions of customer misconduct and its costs in the banking industry. The research method is applied with a phenomenological approach in terms of its purpose and qualitative in terms of its implementation method. The statistical population of the study includes 21 bank front desk employees in Tehran. The sample size was carried out with a purposive sampling method and the interviews continued until theoretical saturation was achieved. Semi-structured interviews were used to collect information. Coding and content analysis method of Maxqda software were used to analyze the data. The research findings include four overarching themes and eleven organizing themes. The theme of customer misconduct consists of two sub-themes of non-communicational misconduct and communicational misconduct, and the costs of misconduct include three overarching themes: supervisor response, short-term response, and long-term employee response. Short-term response consists of two sub-themes of physiological and behavioral response and emotional response; The supervisor's response consists of two themes: punitive response and supportive response towards employees, and long-term responses consist of five sub-themes: individual success analysis, personality analysis, emotional analysis, intention to leave the job, and job stress. The validation of the coding and the research findings were supported by positive feedback from the participants. Therefore, customer misbehavior imposes costs on banks and involves service employees in various harms and unproductive behaviors.

Keywords

Customer Mistreatment
Organizational Support
Customer Mistreatment Costs
Service Line Employees
Job Stress
Subjects

  • Receive Date 25 July 2025
  • Revise Date 04 October 2025
  • Accept Date 08 November 2025

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