Customer response to amoral behavior of retailers (Case Study: Retailers in Tehran)

Subject Areas : Strategic Management Researches

vahid gholizadeh ¹ ( کارشناسی ارشد بازاریابی, دانشگاه تهران )
mohamad rahim esfidani ² ( استادیار مدیریت بازرگانی,دانشگاه تهران )
Iman Ahmadi ³ ( کارشناسی ارشد بازاریابی, دانشگاه تهران )

Received: 2015-04-08 Accepted : 2015-07-17 Published : 2015-12-21

Keywords: Customer, Response Customers, Retailers, Amoral Behavior,

Abstract :

Retailers play major roles in retailing sales and profitability. However, in some cases, sellers adopt improper and amoral practices to sale for various reasons. The methods adopted by the retailers dominantly are followed by reactions from customers including: shoplifting, negative word of mouth advertising, boycotting and preventing purchases from the store. In this study, researchers survey the factors influencing on the customer violence, as well as the results of their violence on the retailer condition. The present research is a descriptive study conducted by the survey method. The statistical population contains all retailers in Tehran. A questionnaire was used for data collecting, and 334 respondents were selected as samples. The results show that inequality understanding of ethical has an impact on the lack of verification of ethical norms which triggers boycott of the retailers by the customers. On the other hand, belief in the ethical norm of equality has direct and positive Impact on the violence which results in retailer boycott. In addition, there is no significant difference in response to the amoral behaviors among individuals with various genders, education degrees and ages

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