نوع مقاله : مقاله پژوهشی( کیفی )
نویسندگان
1 گروه مدیریت بازرگانی، واحد امارات، دانشگاه آزاد اسلامی، دبی، امارات متحده عربی.
2 گروه مدیریت بازرگانی، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران.
3 استادیار گروه مدیریت، موسسه آموزش عالی تاکستان، قزوین، ایران.
کلیدواژهها
عنوان مقاله English
نویسندگان English
The aim of this study is to present the factors of young consumers' distrust of brands. Customer distrust is one of the fundamental challenges in maintaining sustainable relationships between organizations and their stakeholders. The present study, using a qualitative approach and data-driven theory, has identified different dimensions of customer distrust and provided a theoretical framework for understanding it. Semi-structured interviews with 17 customers who had direct experience of brand distrust were used to collect data. Participants were selected purposefully and with maximum diversity, and the sampling process continued until theoretical saturation was reached. The results with maxqda software show that causal factors such as deceptive advertising, brand infringement, negative reputation, negative experience, poor service, and negative opinions of others play a key role in the formation of distrust. Also, contextual factors (such as unhealthy competitive environment and general culture of distrust), intervening factors (such as psychological characteristics and customer awareness level), coping strategies (such as avoidance, information seeking), and consequences such as negative word-of-mouth advertising play a role in this process. The extracted framework can be the basis for developing marketing strategies, customer experience management, and rebuilding trust in organizations.
کلیدواژهها English
