Document Type : Original Article
Authors
1
PhD student of Marketing Management Department of Business Management, Faculty of Management & Economic, Science and Research Branch, Islamic Azad University, Tehran, Iran
2
Professor, Department of Business Administration, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran , Iran
3
Professor, Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
Abstract
The present study evaluates the impact of two structures "legal responsibility"and"voluntary responsibility" on customers' attitudes in two stages. First stage: Two structures, with qualitative method and meta-combined strategy, based on the seven-stage model of Sandlowski and Barroso, re-conceptualization and second stage, their impact on customer attitudes in the quasi-experimental design were investigated.The statistical population of the first phase, articles related to the above two structures, between 1990-2020, and the second phase, "are the major customers of food production companies in Khorasan province."The sample size is 220 people and were selected by cluster random sampling method. For voluntary liability, the two dimensions (theme) of voluntary liability and voluntary liability are beyond expectation, and for the structure of legal liability, there are two dimensions of general legal liability and specific legal liability.In the quasi-experimental stage of the second stage, first, by simultaneous analysis technique, out of nine possible scenarios, with orthogonal analysis, three scenarios are selected and based on the components of two structures, "legal responsibility" and "voluntary responsibility" are designed and their effect is compared by paired comparison method. Analyzed on customers' attitudes.As a result, there was no significant difference between customer attitudes in high-liability companies and customer attitudes in high-liability companies, and audiences did not distinguish between the two tools.This research, using the scenario to measure legal and discretionary liability, is an upstream research (buyer aspect) and a functional variable (dependent), measured from the customer's point of view, along with conceptualizing legal and discretionary liability with a hybrid strategy.are innovative.
Keywords
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