Identifying the reasons and consequences of customers' electronic revenge with the FCM method

The purpose of this research was to identify the reasons and consequences of electronic retaliation by customers using the FCM method. The current research is applied in terms of purpose and survey in terms of data collection method. The statistical population of the research in the qualitative part is the experts and customers of the cosmetics industry, 25 of whom were selected using purposeful sampling and based on the principle of theoretical saturation. Also, the statistical population of the research in the quantitative part is the customers of the cosmetics and health industry, and due to the unlimited population, 384 of them were selected using Cochran's formula and available sampling method. The data collection tool in the qualitative part is an interview and in the quantitative part is a questionnaire. To analyze the data in the qualitative part, the content analysis approach and the coding method were used using Atlas software, and in the quantitative part, the fuzzy recognition map method was used. The findings of the research show that the most important reasons for customers' electronic revenge are the breach of brand promise, non-compliance with the principle of honesty and integrity in brand marketing, customers' perceived unfairness, customers' perception of the phenomenon of brand schizophrenia, and customers' perceived betrayal. Also, the most important consequences of customers' electronic revenge are the phenomenon of negative electronic word-of-mouth advertising, the spread of brand substitution phenomenon, notoriety and brand paranoia, downgrading in SEO and Google search, and the phenomenon of brand hatred.