نوع مقاله : مقاله پژوهشی
موضوعات
عنوان مقاله English
نویسندگان English
Recent developments in information technology and the rapid expansion of social media have fundamentally transformed consumer behavior and the quality of customer–brand interactions. Following a service failure, the effectiveness of service recovery has become increasingly critical, as customers’ reactions in online spaces can significantly influence brand reputation. Accordingly, this study aims to examine the impact of service recovery performance on negative electronic word-of-mouth (eWOM) at Asia Insurance Company, with perceived justice investigated as the mediating mechanism in this relationship. The statistical population consisted of the firm’s customers active on social media, from whom 384 respondents were surveyed using a convenience sampling method. In terms of purpose, the study is applied in nature, and methodologically, it adopts a descriptive–correlational design. Data were collected through a structured questionnaire comprising standard measures and analyzed using structural equation modeling (SEM) via AMOS software. The results supported all four research hypotheses, highlighting the significant direct and indirect attenuating effects of service recovery performance on negative electronic word-of-mouth. In the indirect pathway, perceived justice played a partial mediating role.
کلیدواژهها English
