Mediating electronic word of mouth in the relationship between service recovery and customer commitment: An empirical study on customers of communication companies in the Kingdom of Saudi Arabia

Document Type : Original Article

Authors

1 Business Administration Department, Faculty of Commerce, Mansoura University

2 Business Administration Department - Faculty of Commerce - Mansoura University

Abstract

This research aimed to test the relationship between service recovery and Saudi, customer commitment of Telecom companies in the Kingdom of Saudi Arabia with mediating electronic word of mouth. A structural equation modelling has been developed to investigate the relationship between service recovery and Saudi, customer commitment with mediating electronic word of mouth. The quantitative method was chosen in this research with deductive approach. To collect the primary data, the researchers designed a questionnaire and data have been collected from websites from customers of Telecom companies in the Kingdom of Saudi Arabia. The SPSS program is used for processing primary data. Response size is 404, and the valid questionnaires are 373. The results show that service recovery, customer commitment and electronic word of mouth are positively related. It indicates that electronic word of mouth affected positively by service recovery. Also, it indicates that customer commitment affected positively by service recovery, and electronic word of mouth has a positive impact on customer commitment. In addition, it shows that electronic word of mouth mediates the relationship between service recovery and customer commitment. The results also found significant differences in customers, perception of (service recovery, customer commitment and electronic word of mouth) according to gender, age, monthly income of the family, the number of years of dealing with the company, and the number of customer complaints.

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