The Effect of Low Productivity on Brand Revenge in the Automotive Industry

Intense competition in most markets today has led to the recognition of perceptions and emotions, especially negative emotions of consumers as something of special importance ; Because customer retention is one of the cornerstones of any organization's growth, the automotive industry is no exception. On the other hand, considering the importance of productivity and efficiency in this industry and the nature of the country's economic growth and prosperity, in this study, the effect of low productivity on brand revenge through brand hatred has been investigated. Therefore, the purpose of this study is to investigate the effect of poor quality, high cost and disregard of the company to the consumer on indirect revenge and direct revenge on the brand through hatred of the brand. These behaviors are caused by three main factors of brand hatred (poor quality of product / service, expensive product / service, disregard of the company to the consumer) and they are conceptualized and tested on Pride brand; one of the popular brands of SAIPA car Company.  The present study is an applied research in terms of purpose and a descriptive research in terms of data collection. The statistical population of this research is the customers of Pride family cars from SAIPA company. Sampling method is available. Since the statistical population is unknown, the sample size with a 95% confidence level, based on the Cochran's formula, is being identified 384 people. The validity of the questionnaire was confirmed in the first stage through content validity, then through convergent and divergent validity. The reliability of the questionnaire was also confirmed by Cronbach's alpha coefficient. Structural equation modeling method has been used for analysis. The results showed that the poor quality and high cost of products, the company's disregard for the consumer has a positive and significant effect on brand hatred and revenge, and in other words, all research hypotheses were accepted.