The effect of negative experiences from online food delivery platforms on the desire to avoid and the desire to retaliate in the tourism industry (Tehran city case study)
Subject Areas :
yazdan Shirmohammadi
1
(Associate Professor, Department of Business Management, Payame Noor University, Tehran)
Davood Kargarzadeh
2
(Master student of Payam Noor University, Department of Business Administration, Tehran, Iran)
Keywords: Tourism, Urban, Food Industry, Brand Hate, Brand Love,
Abstract :
Today, the use of online food delivery platforms has increased during the pandemic and so have complaints and negative reviews, which are available online for all to see. Therefore, the main problem of the current study is the effect of the stimuli of negative brand experiences on the desire to avoid and the desire to retaliate through betrayal and hatred of the brand, taking into account the moderating variable of brand love in food distribution platforms in the tourism industry of Tehran. This research is applied in terms of purpose and descriptive-correlation in terms of method. The statistical population is all managers, experts and employees of food distribution platforms in the tourism industry of Tehran. Using the partial least squares method, a sample size of 170 people was obtained. The data collection tool was a standard questionnaire whose face validity was confirmed using the opinion of management professors and construct validity using factor analysis and reliability of variables using Cronbach's alpha. Data analysis was done with SPSS22 and SmartPLS4 software. It was shown that negative experiences have a positive and significant effect on brand betrayal and brand hatred. The positive and significant effect of brand betrayal and brand hatred on the mutual result was also confirmed. Finally, it was shown that negative experiences with the moderation of brand love also have a negative and significant effect on brand betrayal and brand hatred.
https://dx.doi.org/10.22133/ijts.2021.136615.
_||_