Identifying the Reasons and Consequences of Customers' Electronic Revenge

Document Type : Research Paper

Authors

Assistant Professor, Department of Business Management, Khorramabad Branch, Islamic Azad University, Khorramabad, Iran.

10.22034/cbsj.2024.139725.2601

Abstract

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.

Keywords

Main Subjects

References

Abraham, J. S. E., Floreto, S. J. L., Pagkalinawan, M. I. B., & Etrata, A. E. (2022). Consumer perception on influencer marketing efforts of brands in the beauty and cosmetics industry. International Journal of Social and Management Studies, 3(2), 105-118.
Algharabat, R., Rana, N.P., Alalwan, A. A., Baabdullahd, A., & Guptae, A. (2019). Investigating the Antecedents of Consumer Brand Engagement and Customer-Based Brand Equity in Social Media. Journal of Retailing and Consumer Services (Forthcoming).
Andervazh, L., Mojoodi, A., Atf, Z. & Ghasemi, I. (2021). The impact of positive and negative emotions on their behavioral responses: intention to buy, complaint behavior and change behavior. Iranian Rubber Industry, 25(102), 77-91. (In Persian)
Aghazadeh, H., Aghamiri, E. & Shahrami, F. (2017). The Effect of Industrial Brand Equity on Ingredient Brand Equity component and End-User Purchase Intention. Journal of Business Management, 8(4), 699-720. doi: 10.22059/jibm.2017.61296. (In Persian)
Aquino, K., Thomas‚ M. T., & Robert‚ J. B. (2001). How employees respond to personal offense: The effects of blame attribution, victim status, and offender status on revenge in the workplace. Journal of Applied Psychology, 86(1), 52-59.
Banik, S., Gao, Y., & Rabbanee, F. K. (2022). Status demotion in hierarchical loyalty programs and customers’ revenge and avoidance intentions. European Journal of Marketing, 56(1), 1-30.
Eksteen, A. (2013). The Impact of Personality and Self-Efficacy on Customer Revenge Behaviour, Supervisor: E. Botha, University of Cape Town.
El-Manstrly, D., Ali, F., & Line, N. (2021). Severe service failures and online vindictive word of mouth: The effect of coping strategies. International Journal of Hospitality Management, 95, 102911.
Fernando, I. (2010). Community creation by means of a social media paradigm. The Learning Organization, 17(6), 500–514.
Fotinatos‐Ventouratos, R., & Cooper, C. (2005). The role of gender and social class in work stress. Journal of Managerial Psychology, 20(1), 14-23.
Funches, V., Markley, M., & Davis, L. (2009). Reprisal, retribution and requital: Investigating customer retaliation. Journal of Business Research, 62(2), 231-238.
Grégoire, Y., Tripp, T. M., & Legoux, R. (2009). When customer love turns into lasting hate: The effects of relationship strength and time on customer revenge and avoidance. Journal of marketing, 73(6), 18-32.
Gunawan, D. N. (2018). Analysis of the effect of distributive procedural interactional fairness towards demands for reparation and retaliatory behavior through perceived betrayal moderated by relationship quality to the customer of Indihome in Surabaya. Doctoral Dissertation, Universitas Pelita Harapan Surabaya-Department of Business School-Faculty of Management).
Grégoire, Y., & Fisher, R. J. (2008). Customer betrayal and retaliation: when your best customers become your worst enemies. Journal of the Academy of Marketing science, 36, 247-261.
Grégoire, Y., Laufer, D., & Tripp, T. M. (2010). A comprehensive model of customer direct and indirect revenge: Understanding the effects of perceived greed and customer power. Journal of the Academy of Marketing Science, 38, 738-758.
Grégoire, Y., Ghadami, F., Laporte, S., Sénécal, S., & Larocque, D. (2018). How can firms stop customer revenge? The effects of direct and indirect revenge on post-complaint responses. Journal of the Academy of Marketing Science, 46, 1052-1071.
Grant, R. (2013). 85% of consumers will retaliate against a company with bad customer service. VB News.
Haghighinasab, M., & Kamyabi, R. (2021). Assessing the Brand Positioning of Cosmetic Products from the Consumers’ Perspective by Using the Perceptual Map Technique. New Marketing Research Journal, 10(4), 151-172. doi: 10.22108/nmrj.2020.122898.2114. (In Persian)
Hawkins, M. A. (2019). The effect of activity identity fusion on negative consumer behavior, (2007), 1–15.
Huefner, J. C., & Hunt, H. K. (2000). Consumer retaliation as a response to dissatisfaction. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 13, 61-82.
Joireman, J., Grégoire, Y., Devezer, B., & Tripp, T. M. (2013). When do customers offer firms a “second chance” following a double deviation? The impact of inferred firm motives on customer revenge and reconciliation. Journal of Retailing, 89(3), 315-337.
Kar, N., Kar, B., & Kar, S. (2021). Stress and coping during COVID-19 pandemic: Result of an online survey. Psychiatry research, 295, 113598.
Katouzian, Y. & Mirkhalilzadeh, A (2018). The importance of electronic word of mouth advertising in business and its management. Management and Accounting Studies, 10(4), 161-166.‎ (In Persian)
Kähr, A., Nyffenegger, B., Krohmer, H., & Hoyer, W. D. (2016). When hostile consumers wreak havoc on your brand: The phenomenon of consumer brand sabotage. Journal of Marketing, 80 (3), 25–41.
Khanlari, A., Esfidani, M. R., & Mashayekhnia, A. (2019). A Conceptual Model of Brand Talkability in Automobile Industry Based on Interpretive-structural Modelling Approach. Journal of Business Management, 11(2), 299-318. doi: 10.22059/jibm.2018.262521.3156. (In Persian)
Khodayari, F., Vahabzadeh, S., & Rajablu, S. (2023). The Effect of Customers' Negative Emotions on Negative Electronic Word of Mouth Advertising With the Mediating Role of Revenge and Desire to Improve (Case Study: Digikala Company). Jounal of Marketing Management, 18(58), 45-57. doi: 10.30495/jomm.2022.68062.1946. (In Persian)
Kohli, C., Suri, R. & Kapoor, A. (2014). “Will social media kill branding?”, Business Horizons Journal, Vol. 58(1), PP. 35-44.
Kozinets, R.V., de Valck, K. & Wojnicki, A.C., Wilner, S.J.S. (2010). Networked narratives: Understanding Word-of-Mouth marketing in online communities. Journal of Marketing, 74, 71-89.
Lateef, S., Kamran, J., Yousuf Zai, M., & Khan, M. (2021). The impact of external and internal negative feeling on consumers’ desire for revenge and negative word of mouth. Journal of Management and Business, 8(1), 48-69. [In Persian]
Lee, J. S., Pan, S., & Tsai, H. (2013). Examining perceived betrayal, desire for revenge and avoidance, and the moderating effect of relational benefits. International Journal of Hospitality Management, 32, 80-90.
Makvandi, R., Safarzadeh, H., Esmaeilpour, H., & Aligholi, M. (2023). Identifying the motives of electronic recommendation advertising in social media and improving the organization's financial approach. Financial Economics, 17(64), 247-268. doi: 10.30495/fed.2023.705600. (In Persian)
Masoudi, N., & Yazdani, H. (2021). Meta-synthesis motives of the customer electronic revenge and determining their importance with the BWM technique. Journal of Business Management Perspective, 20(45), 66-90. doi: 10.52547/jbmp.20.45.66. (In Persian)
McColl-Kennedy, J. R., Patterson, P. G., Smith, A. K., & Brady, M. K. (2009). Customer rage episodes: Emotions, expressions and behaviors. Journal of Retailing, 85(2), 222–237.
Mohammadi, E., Moradi, S., Shiri, G., & Porashraf, Y. (2018). An Investigation of Values: Laddering with Cosmetic Products Consumers. Journal of Business Management, 10(2), 441-460. doi: 10.22059/jibm.2018.226290.2466. (In Persian)
Mohammadi, E., Rokhide, M. R., Khamshaya, A., & Fadaei, F. (2020). The Mediating Role of Brand Forgiveness in Relation to Brand transgressions and Coping Behavior (Bushehr Appliance Stores). Consumer Behavior Studies Journal, 7(1), 183-201. doi: 10.34785/J018.2020.302.  (In Persian)
Mousavi, S. N., sheikhizade, A., & Taghipour, S. (2022). Brand hate typology in mobile phone users (Case study by students of Khorramabad universities). Consumer Behavior Studies Journal, 8(4), 1-20. doi: 10.34785/J018.2022.307. (In Persian)
Obeidat, Z. M., Xiao, S. H., Qasem, Z., dweeri, R., & Obeidat, A. (2018). Social media revenge: A typology of online consumer revenge. Journal of Retailing and Consumer Services, 45, 239–255.
Obeidat, Z. M. I., Xiao, S. H., Iyer, G. R., & Nicholson, M. (2017). Consumer revenge using the internet and social media: An examination of the role of service failure types and cognitive appraisal processes. Psychology & Marketing, 34(4), 496-515.
Obeidat, Z. M., AlGharabat, R. S., Alalwan, A. A., Xiao, S. H., Dwivedi, Y. K., & Rana, N. P. (2020). Narcissism, interactivity, community, and online revenge behavior: The moderating role of social presence among Jordanian consumers. Computers in Human Behavior, 104, 106-170.
Rasouli, N., Farjam, S., Zabeh Ghazani, M., & Ghodrat, S. (2023). Investigating Psychological Contract Breach and Perceived Betrayal on the Desire for Revenge and Avoidance among Customers of Luxury Hotels. New Marketing Research Journal, 12(4), 133-150. doi: 10.22108/nmrj.2023.135185.2783. (In Persian)
Sadegh Vaziri, F., Shoja, A., & Zaravandi, H. (2022). Investigating the effect of brand moral violations on the feeling of hatred and betrayal of Iranian consumers and the resulting behaviors on social media. Consumer Behavior Studies Journal, 9(1), 55-74. doi: 10.34785/J018.2022.592. (In Persian)
Sharma, A., Agarwal, P., Sebghatollahi, Z., & Mahato, N. (2023). Functional Nanostructured Materials in the Cosmetics Industry: A Review. ChemEngineering 2023, 7, 66.
Shirkhodaei, M., Khalili Palandi, F., Shirazi, H. (2017). Social Marketing in Tax Administration: Explaining the Role of the Client Revenge in Initiation to Tax Evasion. J Tax Res, 24(32) :97-123. (In Persian)
Shirkhodaei, M. & Ehsani, B. (2019). Consumer Perception of Unethical Marketing Behavior and its Consequences: Identifying the Role of Idealism and Egoism. Ethics in Science and Technology. 14(3), 108-115. (In Persian)
Shoja, A. & Sadeghvaziri, F. (2018). Brand Hate: Analysis of Determinants and Outcomes of Brand Hate. New Marketing Research Journal, 8(2), 165-180. (In Persian)
Suwarno, P. (2019). The rhetoric of forgiveness versus the desire for revenge: The role of religious speeches in peace building in Indonesia. Asia-Pacific Journal on Religion and Society, 2(2), 74-84.
Sviderska, S., Zhylinska, O., & Kukhta, P. (2023). Identification of the Factors Influencing the Cosmetic Products Market (Ukraine Case). Studies in Business and Economics, 18(1), 328-341.
Taghiabadi, M., Taghiabadi, M., & Taghiabadi, H. (2023). The Role of Social Media in Customer Engagement with Iranian Brands in the Beauty and Cosmetic Industry. Business Intelligence Management Studies, 11(42), 71-102. doi: 10.22054/ims.2023.15515. (In Persian)
Taherpour Kalantari, H., Rojui, M., Kazemi Zanjani, M. (2021). The Impact of Buyer’s Remorse on Customer’s Behavioral Intention with Moderating Role of Customer-Brand Identification among Imported Car Users. Journal of International Business Administration, 4(2), 87-105. doi: 10.22034/jiba.2021.42247.1535. (In Persian)
Threadgill, A. H., & Gable, P. A. (2020). Revenge is sweet: Investigation of the effects of Approach‐Motivated anger on the RewP in the motivated anger delay (MAD) paradigm. Human brain mapping, 41(17), 5032-5056.
Vignisdóttir, A. (2017). Customer engagement on Instagram brand pages in the make-up cosmetics industry (Doctoral dissertation).
Ward, J. C., & Ostrom, A. L. (2006). Complaining to the masses: The role of protest framing in customer-created complaint web sites. Journal of consumer Research, 33(2), 220-230.
Wen-Hai, C., Yuan, C. Y., Liu, M. T., & Fang, J. F. (2018). The effects of outward and inward negative emotions on consumers’ desire for revenge and negative word of mouth. Online Information Review‚ 43(5), 818-841.
Yazdani, N., & Nemati zare, F. (2022). Investigating the Effect of Word-of-Mouth Advertising on Consumer Buying Behavior (in Two Traditional and Electronic Platforms). The second international conference on research findings in management, economics and accounting. (In Persian)
Yeh, S. S., Fotiadis, A. K., Chiang, T. Y., Ho, J. L., & Huan, T. C. T. (2020). Exploring the value co-destruction model for on-line deviant behaviors of hotel customers. Tourism Management Perspectives, 33, 100622.
Consumer Behavior Studies Journal
Volume 12, Issue 4
April 2026
Pages 48-74

Files

Share

How to cite

Statistics