Exploring eWOM Following Service Recovery: The Mediating Effects of Satisfaction and Emotions

Prior research highlights the critical roles of satisfaction and emotion in the service recovery process. Building on this foundation, this study examines the sequential cognition—emotion—evaluation process through which service recovery efforts generate positive eWOM. Drawing on cognitive appraisal and social exchange theories, the research investigates perceived justice as a unidimensional trigger for mixed emotions and recovery satisfaction. Analysis of 510 Vietnamese e-shoppers using PLS-SEM reveals that perceived justice significantly influences both affective states and satisfaction, with positive emotion emerging as the strongest driver of recovery satisfaction. Crucially, the relationship between perceived justice and positive eWOM is fully mediated by recovery satisfaction and emotions. Theoretically, the article validates the independence of positive and negative emotions as well as the dual mediating effects of emotions and recovery satisfaction in online settings. To promote positive customer interactions, firms should prioritize not only customer satisfaction and emotional experiences associated with the initial purchase but also ensure high levels of positive emotion and satisfaction during service recovery.