Proposing a Model for Customer Misbehavior in financial institutions services.

Misbehavior as irrational behavior is a type of behavior and decision-making among customers of markets and organizations, especially in the financial and investment sector, which recognizing its nature, as well as its effective factors and consequences can help to better predict markets. The purpose of this study is to design a model of misbehavior of customers of this type of organizations (specifically capital market). In this research, an attempt has been made to use a qualitative and quantitative methods, as well as the technique of interview content analysis and data analysis and measurement of the research model with the help of SPSS 22 and Smart PLS 3 statistical software to provide a better understanding of this phenomenon To be obtained. The results of this study indicate that customers' misbehavior is directly affected by 3 types of mental biases and cultural values, economic conditions and laws and political factors also affect the formation of mental biases. In addition to identifying instances of misbehavior in this market, the economic instability and social chaos are also known as important and key consequences of customer misbehavior.