Document Type : Original Research Manuscripts


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

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


Purpose: The current research aims to model the acceptance of misbehavior by customers with an interpretative structural approach.
Method: This research was done qualitatively and quantitatively. Delphi technique is used in the qualitative part. The studied population was experts and professionals in the gold and jewelry industry in Iran. Using the snowball technique, 10 people were selected as samples. Using a semi-structured interview, effective factors have been identified. ATLAS TI and EXCEL software are used in this part. In the following, the model is presented using the interpretive structural model technique. Based on the ISM technique questionnaire, the opinions of 10 experts were collected. Finally, modeling has been done based on the interpretive structural technique. The statistical sample includes 25 experimental experts and theoretical experts.
Findings: Every customer interaction is an opportunity to build relationships with customers and earn their loyalty. Based on the Delphi technique, 17 criteria were identified. These 17 criteria are economic conditions, market conditions, seller conditions, store conditions, information technology, marketing, demographic factors, cultural and social conditions, acculturation, customer orientation, customer mobility and dynamics, business strategies, customer satisfaction, and word-of-mouth advertising. and profitability, customer loyalty, stability in customer relationships, and purchase intention.
Conclusion: In the following, a pattern is designed based on the interpretive structural technique. The proposed template has 8 levels. By moving from the lowest to the highest level of the model, the highest degree of influence in components is determined.