ارائه مدلی برای تبیین انتقام‌گیری مشتری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار گروه مدیریت، دانشکده اقتصاد، مدیریت و علوم اجتماعی، دانشگاه شیراز، شیراز،

2 استادیار گروه مدیریت، دانشکده اقتصاد، مدیریت و علوم اجتماعی، دانشگاه شیراز، شیراز، ایران

3 کارشناس ارشد مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اجتماعی، دانشگاه شیراز، شیراز، ایران.

چکیده

امروزه مردم به‌طور فزاینده‌ای در حال انتقام‌گیری در مورد مسائل مختلف هستند، لذا آشنایی با این قبیل از رفتارهایِ مشتریان و همچنین چگونگی بروز آن‌ها حائز اهمیت می­باشد. ازاین‌رو هدف از این پژوهش شناسایی ابعاد و مؤلفه­های فرآیند انتقام­گیری مشتری و در نتیجه ارائه مدلی برای تبیین آن است. به‌منظور ارائه مدل و جهت بررسی نظام‌مند متون از روش کیفی فراترکیب بر اساس مراحل هفتگانه سندلوسکی و باروسو استفاده شده است. جامعه پژوهش حاضر مشتمل بر 87 اثر بازیابی شده از 14 پایگاه اطلاعات علمی است که از این میان بر مبنای برنامه مهارت‌های ارزیابی حیاتی و انجام فرایند غربال‌گری 27 اثر به‌منظور بررسی و تحلیل بیشتر انتخاب شدند. پس از بررسی کامل آثار نهایی به روش تحلیل محتوا، درمجموع 43 کد، 14 مفهوم  از طریق دسته­بندی کدها و 5 مقوله (ادراک و شناخت اولیه، عواطف، انگیزش، رفتار و ادراک و شناخت ثانویه) از طریق دسته­بندی مفاهیم شناسایی شد که مبنای ساخت مدل پژوهش قرار گرفت و سپس رابطه بین اجزای مدل به‌صورت گزاره‌های منطقی تبیین گردید. نتایج این پژوهش یک مدل جامعی را نشان می­دهد که ادراک و شناخت اولیه مشتریان از یک رویداد منفی (مثل: نارسایی خدماتی) می­تواند سبب بروز عواطف منفی در مشتریان و حرکت آن‌ها به سمت تمایل به انتقام (تمایل به اجتناب) و بروز رفتارهای انتقامی (اجتنابی) با نقش تعدیل­گری ادراک و شناخت ثانویه شود، همچنین این مدل می‌تواند به عنوان مبنایی برای پژوهش­های آتی مورد استفاده قرار گیرد.

کلیدواژه‌ها

عنوان مقاله [English]

Providing a Model for Explaining Customer Revenge

نویسندگان [English]

  • Habibollah Ranaei Kordshouli 1
  • Kazem Askarifar 2
  • Mohammadamin Bolandparvaz 3
1 Associate Prof. in Management, Faculty of Economics, Management and Social Sciences, University of Shiraz, Shiraz, Iran
2 Assistant Prof. in Management, Faculty of Economics, Management and Social Sciences, University of Shiraz
3 MSc. in Business Management/Marketing, Faculty of Economics, Management and Social Sciences, University of Shiraz, Shiraz, Iran.
چکیده [English]

These days, people are increasingly taking revenge on various issues, so it is important to be familiar with such customer behaviors as well as how they occur. The purpose of this study is to identify the dimensions and components of the customer revenge process and provide a model to explain it. In order to present the model and to systematically review the texts, the meta-synthesis method based on the seven stages of Sandelowski and Barroso has been used. The community of the present study includes 87 works from 14 scientific databases, among which 27 articles were selected based on the critical appraisal skills program (CASP) for further analysis. After a complete review of the final works by content analysis method, a total of 43 codes, 14 concepts through the classification of codes and 5 categories (primary perception and cognition, emotions, motivation, behavior and secondary perception and cognition) through the classification of concepts were identified, which became the basis for building the research model and then the relationships between the components of the model were explained by logical propositions. The results of this research show a conceptual model in which the initial perception and cognition of a negative event (such as: service failure) by customers can respectively lead them to negative emotions, desire for revenge (desire for avoidance) and revenge (avoidance) behaviors with the moderating role of secondary perception and cognition. This model can also be used as a basis for future studies and research.

کلیدواژه‌ها [English]

  • Customer Revenge
  • Consumer Revenge
  • Desire for Revenge
  • Revenge Behavior

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