Designing and explaining the model of antecedents and consequences of hatred of service brands (case study of Iran's banking industry)
Subject Areas : Muslims consumer behaviorJafar Akbarzadeh 1 , ali hossein zadeh 2 * , Mohammad Ghaffari 3
1 - Department of Management,Torbat-e- Heydarieh Branch,, Islamic Azad University, Torbat-e- Heydarieh,Iran
2 - Department of Management,Torbat-e- Heydarieh Branch,
, Islamic Azad University, Torbat-e- Heydarieh,Iran
3 - Assistant Professor of Business Management Department, Faculty of Management and Accounting, Farabi Campus, University of Tehran, Qom, Iran. And Visiting member of Management Department, Torbet Heydarieh Branch, Islamic Azad University, Torbet Heydar
Keywords: Antecedents, Consequences, Brand Hatred, Service Brand, Iranian Banking Industry,
Abstract :
Purpose: brand hate is a new concept that the study and experience gap in the field of service brand is quite noticeable in this field Methodology: The current research was conducted with a mixed approach (quantitative and qualitative). The qualitative part was done by the theme analysis method and the quantitative part was done by using interpretive structural modeling. First, the data needed to identify the elements and dimensions of the comprehensive model were collected through literature and interviews, and then the relationship between the elements of the antecedents and consequences of hate model was collected. The brand (Banking Industry of Iran) has been tried to provide a conceptual model. The statistical population was 20 experts. Sampling was done non-randomly and purposefully and the number of samples was determined according to theoretical saturation during interviews and analysis. Findings: After the interviews, open and selective codes were extracted from the interviews and combined with the codes obtained from previous researches, and 38 open codes and 10 selected codes (past negative experience, symbolic incompatibility, ideological heterogeneity, poor service, risk). High services and the possibility of bankruptcy, brand avoidance, reduced support, negative word of mouth, complaints and protests and revenge against the brand) were identified and verified by experts and their content validity was assessed with the CVR index. Conclusion: After confirming the indicators and components, using the self-interactive matrix, the compatible achievement matrix and determining the relationships, the desired model was designed and presented.