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Volume 8, Issue 3 (10-2026)
Int. J. Ethics Soc 2026, 8(3): 93-103 |
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Khatamidoost T, Ghasemi B, Jalali S M. Designing a Model of Consumer Misconduct in Automotive After-Sales Services. Int. J. Ethics Soc 2026; 8 (3) :93-103
URL: http://ijethics.com/article-1-435-en.html
URL: http://ijethics.com/article-1-435-en.html
1- Department of Business Administration, CT.C, Islamic Azad University, Tehran, Iran
2- Department of Business Administration, CT.C, Islamic Azad University, Tehran, Iran ,beh.ghasemi@iauctb.ac.ir
2- Department of Business Administration, CT.C, Islamic Azad University, Tehran, Iran ,
Abstract: (4 Views)
Introduction: In recent years, the growing number of service interactions has drawn increasing attention to the negative dimensions of consumer behavior and consumer misconduct, making it an important topic in the marketing literature. The purpose of this study is to explain the phenomenon of consumer misbehavior in the automotive after-sales service sector and to develop a context-specific conceptual model of this phenomenon.
Material and Methods: The research methodology was based on a qualitative approach and grounded theory (Strauss and Corbin model). The study population consisted of experts and specialists in the automotive after-sales service sector (managers, service experts, and technicians) who had direct experience interacting with customers. Sampling was initially purposive and subsequently theoretical, continuing until theoretical saturation was achieved. In total, 12 participants were selected as the sample. Data were collected through semi-structured interviews. Data analysis was conducted using the three-stage coding process (open, axial, and selective coding) with the aid of MAXQDA software.
Results: Based on the analysis of the interviews, open codes were identified. Through axial coding, these were categorized into 18 codes, and subsequently, the research model was developed through selective coding.
Conclusion: The findings revealed that consumer misbehavior is a multi-level and process-oriented phenomenon that emerges through the interaction of causal, contextual, and intervening conditions. Factors such as perceived injustice, poor service quality, and procedural inefficiencies act as causal conditions and are intensified within a context of structural constraints, including resource shortages and pressures resulting from economic sanctions. Furthermore, the perception of “imagined consequences” functions as an important cognitive mechanism in shaping customers’ reactions. Organizational strategies and employees’ approaches to dealing with customers can subsequently direct this cycle toward either mitigation or escalation, generating consequences at the levels of employees, the organization, and other customers.
Material and Methods: The research methodology was based on a qualitative approach and grounded theory (Strauss and Corbin model). The study population consisted of experts and specialists in the automotive after-sales service sector (managers, service experts, and technicians) who had direct experience interacting with customers. Sampling was initially purposive and subsequently theoretical, continuing until theoretical saturation was achieved. In total, 12 participants were selected as the sample. Data were collected through semi-structured interviews. Data analysis was conducted using the three-stage coding process (open, axial, and selective coding) with the aid of MAXQDA software.
Results: Based on the analysis of the interviews, open codes were identified. Through axial coding, these were categorized into 18 codes, and subsequently, the research model was developed through selective coding.
Conclusion: The findings revealed that consumer misbehavior is a multi-level and process-oriented phenomenon that emerges through the interaction of causal, contextual, and intervening conditions. Factors such as perceived injustice, poor service quality, and procedural inefficiencies act as causal conditions and are intensified within a context of structural constraints, including resource shortages and pressures resulting from economic sanctions. Furthermore, the perception of “imagined consequences” functions as an important cognitive mechanism in shaping customers’ reactions. Organizational strategies and employees’ approaches to dealing with customers can subsequently direct this cycle toward either mitigation or escalation, generating consequences at the levels of employees, the organization, and other customers.
Type of Study: Original Article |
Subject:
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Received: 2026/06/5 | Accepted: 2026/06/29 | Published: 2026/10/17
Received: 2026/06/5 | Accepted: 2026/06/29 | Published: 2026/10/17
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© 2026 CC BY 4.0 | International Journal of Ethics and Society
This work is licensed under a Creative Commons Attribution 4.0 International License.
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