Meta-synthesis motives of the customer electronic revenge and determining their importance with the BWM technique

Due to the increasing use of online environments by companies for advertising, sales, etc., customers use this space to take revenge on companies. Something that is more remarkable today than ever before. With this in mind, companies need to identify the drivers of electronic customer revenge and try to minimize these behaviors and achieve customer satisfaction by providing the right services. The present study has tried to identify and classify these factors by using a synthesis of studies conducted in the field of electronic customer revenge behavior. For this purpose, after reviewing and refining 150 articles published in scientific databases, 28 articles were finally selected and key factors related to customer electronic revenge were extracted. The findings are classified into four categories: customer factors, corporate factors, intangible empirical factors, and information and communication technology. In the second part, using the Best - Worst method, the importance of the factors extracted from the literature was determined and the results showed that the empirical intangible factors have priority over other factors. Corporate factors, information and communication technology and customer factors are in the second, third and fourth ranks. In the final part of the present study, conclusions and suggestions are presented.