Designing a Model to Reduce Brand Hate in the Home Appliance Industry Using Interpretive Structural Modeling Technique
Keywords:
brand hate, communication quality, after-sales services, customer complaint handlingAbstract
The purpose of this study was to propose a model aimed at reducing brand hate in the country’s home appliance industry. To conduct the present research, ten factors influencing the reduction of brand hate were first identified through a review of the research literature. Then, the interpretive structural modeling (ISM) technique was employed to structure these drivers using the insights of 13 experts. Subsequently, to validate and test the conceptual model derived, a questionnaire containing 33 items with a five-point Likert scale was developed and distributed among 234 managers and employees of the national home appliance industry. Based on the data collected and through the application of structural equation modeling (SEM) and the Smart PLS3 software, the conceptual model of this study was evaluated and tested. The findings revealed an eight-level hierarchical structure, in which customer complaint handling, communication quality, and after-sales services were identified as the primary drivers initiating the model for reducing brand hate. The results of this research can serve as a guiding framework for strategies aimed at mitigating brand hate.
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Copyright (c) 2024 Azadeh Zahiri (Author); Ali Pirzad; Seyed Najmeddin Mousavi (Author)
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