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Mehdi Ghafoury

Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran

[ 1 ] - A Phenomenological Study of Customer Disvalue

In this paper we present the structure of “customer disvalue” phenomenon as the complementary concept for customer value. Authors, who are proponents of humanized marketing, rely on the lived-experience of customers as the primary source of data in order to grasp a first-hand understanding of the phenomenon that has been profoundly shadowed by objectivism of economics. The research is based on ...