Brand hate as a mediating variable between customer's dissatisfaction and negative online review: A Field Study on Cell Phone Service Companies’ Customers in Upper Egypt

نوع المستند : المقالة الأصلية

المؤلفون

1 جامعة سوهاج

2 قسم الأساليب الكمية, كلية التجارة, جامعة سوهاج, مصر

المستخلص

This research aims to measure the impact of customer's dissatisfaction on brand hate and negative online review for customers of cell phone companies in Upper Egypt, as well as the mediating effect of brand hate in the relationship between the customer dissatisfaction and negative online review.
To achieve these objectives, the study conducted an online survey of a non-probability sample of (482) items from customers of cell phone service companies in: Sohag, Qena, Luxor, Aswan, and the Red Sea. Through using of the Path Analysis Method, a number of results have been found out: Customer dissatisfaction with the following dimensions: price, service quality, and customer service led to brand hate as well as negative online customer reviews. Brand hate also mediated partially between these dimensions and negative online reviews.
In conclusion, a set of recommendations have been presented through which the negative effects of brand hate and negative online reviews for customers of the companies under study can be reduced.
Keywords:
Customer's dissatisfaction, brand hatred, negative online review, Upper Egypt

الكلمات الرئيسية

مجلة البحوث المالية والتجارية
المجلد 26، العدد 2 - الرقم المسلسل للعدد 1
الجزءالثالث: أبحاث متخصصة في إدارة الأعمال
إبريل 2025
الصفحة 204-235

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