Nieetyczne działania detalistów a budowanie negatywnych doświadczeń nabywców
UNETHICAL RETAILERS’ ACTIVITIES AND BUILDING NEGATIVE CUSTOMERS’ EXPERIENCES
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In the article the problem of using unethical activities by retailers selling food products was presented. The role of these activities in building negative customers’ experiences was underlined. On the base of the results of the field researches unethical practices of retailers experienced by respondents were identified. In the next part of the article four chosen activities of this kind were described with details. The special attention was paid to strength of influence of analyzed practices on perceiving retailers and on readiness to purchasing food products from dishonest retailer in the future. Presented analysis made it possible to state that changing the date of utility on products had the main negative meaning. At the end of the article the matrix of unethical activities was proposed as the instrument to define the role of given practice with point of view of customers’ purchase experiences.
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