نوع مقاله : برگرفته از پایان نامه و رساله
نویسندگان
1 کارشناسی ارشد، مدیریت بازرگانی-داخلی، دانشکده علوم انسانی، دانشگاه حضرت معصومه (س)، قم، ایران.
2 استادیار، گروه مدیریت، دانشکده علوم انسانی، دانشگاه حضرت معصومه (س)، قم، ایران.
3 دانشیار، دانشکده مدیریت و حسابداری، دانشگاه حضرت معصومه (س)، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Bullying in the relationship between the customer and the seller is a serious issue that has detrimental effects on the mental and emotional well-being of individuals. Particularly, the bullying of female sellers by male customers is defined not only as an unacceptable social behavior but also as a challenge in workplace environments. It may manifest in the form of humiliation or abuse of power, leading to violations of the dignity of female sellers. The aim of this research is to identify the factors influencing the occurrence of bullying by male buyers towards female sellers. This study is qualitative in nature and adopts an exploratory approach. The statistical population consists of women engaged in selling in the city of Gorgan who have experienced being victims of male customers' bullying behaviors. Purposeful judgment sampling was used to select participants, and interviews were conducted with 20 of them, limiting the sample size to 20 individuals. The data collection tool is a semi-structured in-depth interview. The six-step thematic analysis method was then used for data analysis. The findings of this research were categorized into thirteen main themes, which are: buyer's personality traits, seller's weaknesses (sales competency), buyer's high prestige (organizational status), inadequate marketing mix, weak communication skills of the seller, inappropriate atmosphere in the store, cultural factors, buyer's susceptibility to peers, inappropriate appearance of the seller, unfavorable economic conditions, excessive emphasis on customer orientation by the organization, lack of organizational support for the seller, and the buyer's high expertise and knowledge of the product
کلیدواژه‌ها [English]
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