한국사회의 갑질문화와 불량고객

Lovelock (1994) coined the term, jaycustomers, to refer to dysfunctional customers who deliberately or unintentionally disrupt service in a manner that negatively affects the employees, other customers, organization and society. Jaycustomers are problematic for two reasons: (1) because of the direct damage they cause, and (2) because of additional negative effects that arise from the contagion of misbehavior. However, to date, no study has explicitly focused on Kapzil-culture in Korean society of such jaycustomers and misbehavior. The purpose of this article is to advance understanding of the effects of jaycustomers by exploring and describing the misbehavior for those involved in service encounters. To explore the nature of the Kapzil-culture in Korean society, field research was conducted using 500 undergraduate university students who were recently between jobs and experienced jaycustomers and misbehavior in service encounters. Briefly, jaycustomers and misbehavior by Kapzil-culture are widely and normally spread in Korean society, and the behavior (i.e., talk roughly, swear word, rude behavior, anger, force, disregard, irritation, talk too much, vandal, sexual harrassment etc.) occurred everywhere, at any time. Finally, this article found Kapzil-culture in Korean society by jaycustomers and misbehavior in Korea, and also the routine and severity. This paper concludes with a series of implications and limitations.