A Phenomenological Study of Customer Disvalue

Document Type: Research Paper


Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran


In this paper we present the structure of “customer disvalue” phenomenon as the complementary concept for customer value. Authors, who are proponents of humanized marketing, rely on the lived-experience of customers as the primary source of data in order to grasp a first-hand understanding of the phenomenon that has been profoundly shadowed by objectivism of economics. The research is based on a descriptive phenomenological method as introduced by Paul Colaizzi. The findings of the study illustrate the distinct essence of customer disvalue experience that differentiates it from interconnected notions like cost, loss, and dissatisfaction. The authors discuss the origins of  customer disvalue as a key issue, how it is generally overlooked in value models, and how its integration into marketing value theory offers it a greater depth and brings about a better understanding of customer behaviors.


Main Subjects

Article Title [فارسی]

مطالعه پدیدارشناختی ضدّ ارزش مشتری

Authors [فارسی]

  • مهدی غفوری
  • احمد روستا
  • بهمن حاجی‌پور
دپارتمان مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران
Abstract [فارسی]

در این مقاله ساختار پدیده‌ی "ضدّ ارزش مشتری" به عنوان مکمل مفهوم ارزش مشتری ارائه می شود. نویسندگان مقاله که از مدافعان بازاریابی انسانی هستند، بر تجربه‌ی زیسته‌ی مشتریان به عنوان منبع اصلی داده‌ها تکیه کرده‌اند تا به این‌ وسیله فهمی دست‌اول از پدیده‌ی مورد مطالعه، که تاکنون به شدت تحت‌الشعاع سنت عینی‌گرایانه‌ی علم اقتصاد در بازاریابی بوده‌است به‌دست آورند. این پژوهش روش پدیدارشناسی توصیفی را چنان‌که توسط پل کولایزی ارائه شده است برای بررسی پدیده برگزیده است. یافته‌های تحقیق جوهره‌ی تجربه‌ی‌ ضدّ ارزش مشتری را، متفاوت از مفاهیم مشابهی مانند هزینه، نارضایتی و زیان به تصویر می‌کشد. نویسندگان در این مقاله شرح می دهند که مفهوم کلیدی ضدّ ارزش مشتری از کجا نشات گرفته و چگونه تا به حال در مدل های ارزش نادیده انگاشته شده است و چگونه تعبیه این مفهوم عمق بیشتری به تئوری ارزش بازاریابی داده و درک بهتری از رفتار مشتری را امکان‌پذیر می سازد.

Keywords [فارسی]

  • ضدّارزش مشتری
  • ارزش مشتری
  • بازاریابی انسان‌گرا
  • تئوری ارزش
  • مدیریت تجربه مشتری
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