The impact of Service Recovery Performance on Word-of-Mouth Communication: The Intermediate Role of Customer Perceived Value, Customer Experience, Emotional Response and Brand Loyalty

According to the role of the customer in hospitality industry and importance of the provided quality of services, there is an increasing intense competition in the industry; hence, the recovery of failed services provides a second chance for companies to bolster their relationship with the customers, consequently, high performance of frontline employees affects behavioral intentions of customers. The aim of this study is proposing a service recovery model to illustrate how having high performance in the service recovery process causes tourists’ positive word-of-mouth. The statistical population of this study is composed of tourists who stayed in one of the 5-star hotels of Shiraz and were accessible during the research. Based on the Cochran formula 384 individuals have been considered as the statistical sample. The collected data have been analyzed using SPSS 22 and smart PLS 2 software. As the results show, high level of performance in service recovery influence tourists’ word of mouth.