Journal of Tourism and Development

Journal of Tourism and Development

The Effect of Brand Reputation on Customers Reactions to the Service Failures (Case study: Tehran Travel and Tourism Agencies)

Document Type : Original Article

Authors
Maryam Zavareian Kachumesghali 1
Zahra Nadalipour 2
1 M.A. Student in Tourism Marketing, University of Science and Culture, Tehran, Iran
2 Associate Professor, Faculty of Tourism, University of Science and Culture, Tehran, Iran
10.22034/jtd.2025.492243.2993
Abstract
This research aims to examine and identify the impact of brand reputation on customer reactions to service failures in travel agencies in Tehran. Specifically, this study analyzes the effect of brand reputation on customer satisfaction and loyalty when faced with service errors. This study is applied, survey-based, and quantitative in nature. The statistical population includes customers of travel and tourism agencies in Tehran, with a sample size of 396 individuals determined through cluster and convenience sampling methods. Data were collected using a researcher-made questionnaire and analyzed using SPSS and AMOS software. To determine the reliability of the instrument, Cronbach's alpha test was employed, and for examining relationships between variables, a regression model with latent variables and Pearson correlation coefficient tests were used. Findings revealed that brand reputation has a significant negative impact on customer reactions to service failures. Additionally, brand reputation significantly influences customer satisfaction and loyalty. Variables such as gender, age, and education level were not predictors of brand reputation; however, age and education level were identified as predictors of customer reactions to service failures.
Keywords
Brand
Service Failures
Customer Loyalty
Travel Agencies
Tehran
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