Investigating the mediating role of ideological heterogeneity and poor service in relation to the antecedents and consequences of brand hatred in the Iranian banking industry

The present study seeks to answer the question whether ideological inconsistency and poor service have a mediating role in relation to the antecedents and consequences of brand hatred in the banking industry of Iran. This research is in the category of quantitative research, which is applied in terms of purpose and is descriptive in nature of correlation type. The statistical population of the research is made up of customers of Melli, Mellat, Saderat, Tejarat and Sepeh banks in Mashhad. After distributing 523 questionnaires and separating uncompleted and incomplete questionnaires, 384 questionnaires were collected and used as the basis for analysis. To collect data, a researcher-made questionnaire with 38 questions was used, and the CVR index was used to check its content validity. After that, the face validity was checked and confirmed with the opinion of the sample members and its construct validity with the AVE index. The reliability of the questionnaire was confirmed using Cronbach's alpha index and composite reliability. Data analysis was done using SmartPLS software and the results indicated that ideological inconsistency and poor service in relation to antecedents (past negative experience, symbolic incompatibility and high risk) and consequences of brand aversion in Iran's banking industry has a mediator role.