Brief Report: The roles of the customer dark triad of personality and of demographic characteristics on negative engagement

Abstract

This study examines whether customers' dark triad of personality and demographics are related to their negative behavior in the service context. Partial least squared-structural equation modeling is used to analyze data from 162 food delivery service customers. The results show that customer Machiavellianism, narcissism, and psychopathy significantly are associated with their negative engagement. Also, negative engagement is related to negative behavioral intentions including the desire for revenge and to exaggerate in online reviews. Last, multigroup analysis supports the role of customers' demographic characteristics in such negative behavior. Considering the recent growth of the online service market, this study provides guidelines for service providers to reduce negative consequences by understanding the role of customer characteristics.