Designing the emergence pattern of electronic revenge in online stores with the TISM method

Document Type : Research Paper

Authors

1 Lorestan university assistant professor, Management faculty, Korramabad, Iran

2 Department of Management, Faculty of Management, Lorestan University, Khorramabad, Iran

10.22051/bmr.2024.45804.2530

Abstract

Consumers may express negative reactions such as sending negative comments and scores to that company or business due to dissatisfaction with the product or service of a company or brand. Electronic revenge of customers is one of the types of these negative reactions, which means unpleasant and vindictive reactions that customers may take to become more dissatisfied or take revenge on a company or business, which ultimately causes damage to the company and brand image. Therefore, according to the importance of the subject, the present research was conducted with the aim of designing the model of the emergence of electronic revenge in online stores with the TISM method. In terms of purpose, the current research is applied and is classified as an exploratory research. The statistical population of the present study was experts who consist of sales and marketing managers of online stores along with customers, and 27 of them were selected as sample members using the purposeful sampling method and based on the principle of theoretical saturation. The data collection tools were interviews in the qualitative part and questionnaires in the quantitative part. In this research, content analysis and coding with Atlas-ti software were used to analyze the data in the qualitative part. Also, for quantitative analysis, the method of interpretive structural modeling of the whole phase was used. The results of the research include the presentation of the pattern of the emergence of electronic revenge by customers in four axes: the reasons for electronic revenge, the platforms of electronic revenge, the forms of electronic revenge and its consequences.

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