An Analysis of Antecedents and Consequences of Electronic Customer Revenge: Grounded Theory Approach

Document Type : Scientic Paper

Authors

1 Department of Management/School of Economics, Management and Social Sciences/ Shiraz University/ Shiraz/ IRAN

2 Faculty Member/Management Group/ Zand Institute of Higher Education

10.22080/jem.2024.23434.3736

Abstract

The pervasiveness of the Internet in the new age and the increasing access of customers to electronic facilities in an interaction with companies acts like a double-edged sword. Service industries through this tool increase the quality, speed and diversity of their communication with customers, and customers also use this tool to meet the needs, interaction and sometimes taking revenge of companies. The aim of this study is to identify the antecedents and consequences of electronic revenge of customers in the hotel industry via grounded theory approach. This pragmatic research is a cross-sectional time horizon research and its statistical population is encompassing complaining customers of domestic hotels (using an interview approach and a questionnaire) and all domestic and international researches conducted on various aspects of customer retaliation in service industry and especially hotel industry. Findings of grounded theory approach, via open, Axial and selective coding approach, shows that there are 59 non-duplicate conceptual codes that are fallen into six categories including causal, contextual, intervening, Axial, action / reaction, and consequential categories.

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Main Subjects


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