摘要：The purpose of this study is to identify the demographic antecedents and motivations, which lead customers to misbehave in an attempt to minimize the impact of customer misbehavior on service setting. Data were collected from a survey of chain stores (n=384). Confirmatory factor analysis and structural equation modeling were used to analyze the data. Using survey responses, the empirical results demonstrate the association for the forwarded research hypothesis. This study draws a link between demographic variables (Age, education, Income) and motivational variables (financial motivation, Ego gain motivation, and Revenge motivation). The data suggest that demographic factors and motivations have impacts on the customer misbehaviors. The research agenda outlines direction and implication for future studies. Summary of statement of contribution: The novelty point of this study is to illuminate the motives of misbehavior for the first time based on the background of Iranian culture
关键词：Consumer misbehaviors; past misbehaviors; demographic variables; financial motivation; Ego gain motivation; Revenge motivation
