Modeling Misbehavior Acceptance by Clients with an Interpretive Structural Approach in Jewelry Industry

Purpose: The current research aims to model the acceptance of misbehavior by customers with an interpretative structural approach.Method: This research was done qualitatively and quantitatively. Delphi technique is used in the qualitative part. The studied population was experts and professionals in the gold and jewelry industry in Iran. Using the snowball technique, ۱۰ people were selected as samples. Using a semi-structured interview, effective factors have been identified. ATLAS TI and EXCEL software are used in this part. In the following, the model is presented using the interpretive structural model technique. Based on the ISM technique questionnaire, the opinions of ۱۰ experts were collected. Finally, modeling has been done based on the interpretive structural technique. The statistical sample includes ۲۵ experimental experts and theoretical experts.Findings: Every customer interaction is an opportunity to build relationships with customers and earn their loyalty. Based on the Delphi technique, ۱۷ criteria were identified. These ۱۷ criteria are economic conditions, market conditions, seller conditions, store conditions, information technology, marketing, demographic factors, cultural and social conditions, acculturation, customer orientation, customer mobility and dynamics, business strategies, customer satisfaction, and word-of-mouth advertising. and profitability, customer loyalty, stability in customer relationships, and purchase intention.Conclusion: In the following, a pattern is designed based on the interpretive structural technique. The proposed template has ۸ levels. By moving from the lowest to the highest level of the model, the highest degree of influence in components is determined.

کلیدواژه ها:

Customer Knowledge ، Customer Misbehavior Acceptance ، Customer-Seller Interaction ، Jewelry industry