Discovering and analyzing the types of customer hostility in Iran's automotive industry
Subject Areas : Marketing
Aliasghar Poorteymoor
1
,
soheila zarinjoy alvar
2
,
Fereydoun Omidi
3
1 - Gilas marketing academy /manager
2 - Assistant Prof, Department of Management, Abadan Branch, Islamic Azad University, Abadan, Iran
3 - Department of Business Management, Khorramshahr International Branch, Islamic Azad University, Khorramshahr, Iran
Keywords: Hostil , customers, automotive industry,
Abstract :
The main goal of this research was to discover and analyze the types of customer hostility in Iran's automotive industry. The main question was how to identify and categorize the types of customer hostility. Considering the exploratory nature of the research topic, it is possible to provide an initial answer or a hypothetical plan. There is no corresponding to the main question above and the final answer has been achieved by using the theme analysis method. To collect data and extract the opinions of experts in the automotive industry, semi-structured interviews were conducted with 11 managers with experience in this industry. It was done with a purposeful method and as a snowball chain reference.Then, with a back-and-forth process based on theme analysis, key concepts related to the types of customer hostility in Iran's automotive industry were extracted. Finally, after conducting the research, the types: 1-Stable hostility 2-Temporary hostility 3-Political hostility 4-Economic hostility 5 -Organizational hostility 6-Individual hostility (psychological) 7-Cultural hostility were discovered as types of hostility in Iran's automotive industry.