Investigating and determining the factors influencing customer's avoidance of an educational brand with ethnographic technique
Dr. Naser Azad, Zahra Sadat Montazeri
In today's world, there is a wide range of brands that many factors make customers avoid using such brands of services. The strategies and responses that companies take when confronted with these factors play a crucial role in their success or failure. By knowing and examining these factors, their negative effects can be reduced or eliminated. In this paper, using the collected data from five months of fieldwork in three different schools, the semantic and major discourse concepts associated with the avoidance factors of an educational brand are identified and classified. The findings of the research showed that the most important factors in avoiding a brand from customer are factors such as lack of intimacy, lack of effective and efficient satisfaction of trainees' expectations from educational services, negative experience of the brand.
Dr. Naser Azad, Zahra Sadat Montazeri. Investigating and determining the factors influencing customer's avoidance of an educational brand with ethnographic technique. International Journal of Commerce and Management Research, Volume 4, Issue 2, 2018, Pages 12-18