Mostafa Rashidi - MSc. in Information Technology Management, Faculty of Management and Economic, Tarbiat Modares University, Tehran, Iran

The Customer is the main component of production. The reason of writing this study is designing the pattern of linkage among Animosity of Customer, buy Intention, and Perception of Customer about Product Innovation using SEM methodology. In this study, 300 of Iranian Customers were studied for USA Services and Products. Our study showed that Iranian Customer Perception of Foreign Services and Products innovation severely moderated the relationship between Customer Animosity and Intention to Buy USA Services and Products . The remaining results of demographic characteristics showed that individuals with higher education, had fewer Animosity than other people. The study recommends that global marketing managers do not neglect the impact of Perception of Customer about Product Innovation to operate in highly hostile markets. Indeed, the Customer perception of innovation, even when Customer Animosity is toward USA Services and Products, is still demanding a product because innovation is a high-end product.

Customer Perception, Product Innovation, Buy Intention, Foreign Services and Products, Customer Animosity