Document Type : Original Research Manuscripts


1 Ph.D. Candidate, Customer Management, Tarbiat Modares University, Tehran, Iran

2 Professor of Business Management Department, Tarbiat Modares University, Tehran, Iran.


This research aims to design a model of customer-seller interactions on knowledge acquisition about the acceptance of misbehavior by customers. The current study is an applied-developmental study in terms of its purpose, and it is cross-sectional survey research in terms of the method and data collection. A semi-structured interview and a Likert scale questionnaire were used to collect the data. The statistical population in the qualitative section includes experts and specialists in the gold and jewelry industry. Ten experts were selected for qualitative part sampling using purposive sampling. 384 people were chosen as the statistical sample calculated based on Cochran's table with an error ratio of 0.1. To analyze the data, Atlas ti and SMARTPLS software were used to identify the research indicators and to validate and present the final model. Using the grounded theory model 6 categories were identified with, 23 core codes, and 151 primary codes. In this research, the six categories of individual factors, individual awareness, leisure management, inflexibility of decision-making, store conditions, and social conditions were considered as causal conditions. 4 strategies and 5 consequences were also identified. The creation of this model requires a plan or program in which the managers and transitional experts who want to present the model must consider identifying, the mobility and dynamics of the customer, culture building, customer orientation, and business strategies. If the customer loyalty model is implemented, stability in customer relations with the product and social media, beneficial word of mouth and viral advertising, customer satisfaction, and purchase intention will improve.