Journal of value creating in Business Management

Abstract The aim of this study is to identify the dimensions of customer misbehavior and its costs in the banking industry. The research method is applicable with a phenomenological approach in terms of its purpose, and qualitative in terms of its implementation method. The statistical population of the study includes 21 bank frontline employees in Tehran. The sample size was carried out with a purposive sampling method and the interviews continued until theoretical saturation. Semi-structured interviews were used to collect information. Coding and content analysis method using Maxqda software were used to analyze the data. The research findings include four overarching themes and eleven organizing themes. The theme of customer misbehavior consists of two sub-themes of non-communicational misbehavior and communicational misbehavior, and the costs of misbehavior include three overarching themes: supervisor response, short-term response, and long-term response of employees. Short-term response consists of two sub-themes of physiological and behavioral response and emotional response; the supervisor's response consists of two themes: punitive response and supportive response towards employees; and long-term responses consist of five sub-themes: individual success analysis, personality analysis, emotional analysis, intention to leave the job, and job stress. The coding validation and research findings were supported by positive feedback from participants. Therefore, customer misbehavior imposes costs on banks and involves service employees in various harms and unproductive behaviors.
Introduction
Service companies predominantly adopt customer-oriented service philosophies. In the service industry based on these philosophies, the role of customer-contact employees who provide the main service has been emphasized; however, these employees are exposed to a variety of stresses arising from unpredictable situations (Hwang et al., 2021). While misbehavior does occur, insights based on employee management view employees as responsible for a set of misbehaviors aimed at disrupting transactional and organizational activities, while the organization and employees are the victims of such events. This focus is in stark contrast to customer-focused research that highlights deviant customer activities. Such studies show that customers routinely misbehave during transactions (Harris & Daunt, 2013).
The service encounter is the point at which customers and employees interact, and these interactions can be positive or negative. The popular belief that “the customer is always right” is flawed because customers often engage in unfair behaviors that reveal the darker side of marketing. Service sectors such as restaurants, banks, airlines, theme parks, and hotels require frequent customer-employee interactions (Nawaz & Khan, 2024). Service management researchers and practitioners emphasize the importance of supporting employees who interact socially with customers. Although social support is vital for everyone in any organization, it is even more beneficial for customer-facing employees in the service industry, as they act as “front-line workers” and strive to meet both organizational and customer expectations simultaneously. Although a large number of studies related to social support have provided evidence of a negative effect, the function of social support in moderating these adverse effects remains controversial (Hwang et al., 2021). Consumer misconduct remains a vast area of ​​investigation and study. In other words, while it is widely accepted that consumer misconduct is a pervasive and potentially damaging phenomenon that can negatively impact the customer experience and that controlling such behavior is crucial, it is understudied and its aspects are still hidden. Given the simultaneous importance of external customers (service recipients) and internal customers (service provider human resources), it is essential for organizations and the adoption of an appropriate customer-centric strategy to identify the costs of customer misconduct in banks so that bank management can understand the consequences of customer misconduct and plan to control customer behavior and reduce its negative consequences on the organization's human resources. Therefore, the main research question is: What are the dimensions of customer misconduct and its costs in the banking industry?
Theoretical Framework
Customer Deviant Behaviors
Inappropriate consumer behavior is often a dark and negative aspect such as theft, queue jumping, vandalism, frivolous complaints, fraudulent behavior, verbal and physical abuse of employees and other customers, and misuse of company resources. People who exhibit such behavior are called "G customers", problem customers, and ineffective customers, and the behavior they exhibit is called deviance (Xiao et al., 2022).
Motives for Customer Misbehavior
Previous research has shown that customers have different motivations for engaging in misconduct. Some individuals engage in vandalism and others engage in abuse, such as teenagers or young adults. Most of these deviant behaviors may be infrequent, but nearly all consumers engage in some form of deviant behavior, and thus consumer misconduct is often overlooked and severely underreported in crime statistics (Dootson et al., 2017).
Employee Emotional Exhaustion
Emotional exhaustion refers to “a feeling of emotional overextension and a depletion of one’s emotional resources.” The World Health Organization has included burnout as an occupational phenomenon in the 11th edition of the International Classification of Diseases. In this classification, burnout is considered a syndrome resulting from chronic workplace stress that has not been successfully managed. This syndrome is characterized by three dimensions: (1) a feeling of reduced energy or exhaustion, (2) an increase in mental distance from work, or a feeling of negativity or pessimism related to work, and (3) a decrease in professional performance (Gaspar et al., 2024).
Bay & Arvand (2024) investigated the effect of customer mistreatment on the helping behaviors of sports club employees with the mediating role of job self-efficacy. It shows the negative effect of customer mistreatment on the job self-efficacy of employees. Also, customer mistreatment leads to a negative effect on the helping behaviors of employees. On the other hand, the indirect effect of job self-efficacy is significant in the relationship between customer mistreatment on the helping behaviors of employees.
Zhao et al. (2024) in examining the effect of customer misbehavior on work-family conflict and employee withdrawal behaviors, indicates the effect of customer misbehavior on work-family conflict and withdrawal behaviors, which supports the mediating role of rumination and moderates peer support processes.
Research Methodology
The research method is applicable with a phenomenological approach in terms of its purpose, and qualitative in terms of its implementation method. The statistical population of the research includes 21 bank front-line employees in Tehran. The sample size was determined using purposive sampling and the interviews continued until theoretical saturation was achieved. Semi-structured interviews were used to collect information.
Research Findings
Coding and thematic analysis method using Maxqda software were used to analyze the data. The research findings include four overarching themes and eleven organizing themes. The theme of customer mistreatment consists of two sub-themes of non-communicational mistreatment and communicational mistreatment, and the costs of mistreatment include three overarching themes: supervisor response, short-term response, and long-term employee response. Short-term response consists of two sub-themes of physiological and behavioral response, and emotional response; supervisor response consists of two themes of punitive response and supportive response toward employees, and long-term responses consist of five sub-themes: individual success analysis, personality analysis, emotional analysis, intention to leave, and job stress. The validation of coding and research findings was supported by positive feedback from participants. Therefore, customer mistreatment imposes costs on banks and involves service employees in various harms and unproductive behaviors.
Conclusion
The present study was conducted with the aim of designing a model of customer mistreatment and apology in the banking services industry. The results of this study are consistent with the research of Bay & Arvand (2024), Zhao et al. (2024), Nawaz & Khan (2023), Gillison et al. (2023), Jalili et al. (2023), Sharafi & Shahoseini (2023), Salari (2020), Xiao et al. (2022), Hwang et al. (2023), and Bhattacharjee & Purohit (2023). Gillison et al (2023) showed that the perceived frequency of customer violations, concerns about customer mistreatment, and concerns about enforcing rules with these customers increase employee burnout. Customer-induced burnout reduces organizational commitment and increases turnover intention.
According to the results of this study, the following suggestion is made:
Since perceived supervisor support can reduce employees' negative feelings caused by customer misbehavior, managers should understand and use the importance of supervisor support and take positive and effective measures to strengthen employees' perceived supervisor support. On the other hand, bank frontline employees are suggested to practice and focus on the ability to effectively cope and resolve the pressure caused by customer misbehavior and the negative emotional effects caused by it.

Abstract The aim of this research was to present a local model of health tourism in the Ministry of Health, Treatment and Medical Education. This research is applicable in terms of purpose, and qualitative in nature, with an exploratory approach implemented based on the strategy of grounded theory and focusing on the systematic approach of "Strauss and Corbin". The required data were collected through in-depth and semi-structured interviews with 15 health experts, tourism strategists and relevant senior managers. The selection of participants was carried out through purposive sampling and continued until the stage of theoretical saturation. The data analysis process was carried out in three stages of open, axial and selective coding by the MAXQDA18 qualitative analysis software to ensure accuracy and transparency in extracting categories. The research findings led to the extraction of a paradigmatic model that showed that the local model of health tourism is based on a set of causal, contextual, intervening factors, strategies and consequences. In the causal factors section, components such as quality of medical services, tourism infrastructure, natural factors, transportation, organizational factors, globalization of health services, and destination security were identified. Contextual factors also included changes in health costs, transition to health supersystems, attraction of health tourists, and patient experience. The main strategies included institutional coordination, international marketing, national branding, and promotion of Iranian tourism. Finally, economic, social, infrastructural, and international consequences were extracted for this model.
Introduction
Today, growth and development are considered the goals and aspirations of every country and society. Different societies are trying to provide the basis for sustainable growth and development by identifying their capabilities in different fields and by utilizing them appropriately. One of the areas that has received attention from different societies in recent decades for investment in growth and development is the field of tourism (zhang et al., 2023). Tourism as an industry has various potential areas for investment. One of the new areas in tourism that has the potential to invest and generate income for growth and development is health tourism, which is considered one of the most profitable and competitive industries in the world (Heung et al., 2021). For this reason, many governments at the macro level are interested in benefiting from the economic benefits of this industry, and increasing competition has begun between different countries, especially developing Asian countries, to attract health tourists (Zhao et al., 2024).
Health tourism or medical tourism is extensive and includes quality health care services as well as some other facilities such as better accommodation, shopping, and sometimes recreational facilities. In fact, health tourism is a form of tourism that includes all natural and cultural resources, rehabilitation and sports activities, facilities and places with services related to the health and treatment sector and the tourism sector to serve people who travel for physical and mental health reasons (Cha et al., 2024).
Nowadays, people travel for health as well as fitness, well-being and relaxation, and in response to this growing demand, countries, healthcare providers and hospitality and tourism organizations are striving to offer a wider range of medical, health and wellness tourism experiences (Zhong et al., 2021).
In countries like Iran, which have good healthcare infrastructure in many areas such as dentistry, cosmetic surgery, infertility treatment and traditional medicine; health tourism can be considered as a valuable economic opportunity to attract foreign exchange earnings and create employment. However, to exploit these opportunities, strategies are needed that are specifically dedicated to this industry (Jabari Nezhad esfahlan, Divsalar & Hoseini Ghoncheh, 2022). Iran will become one of the main health tourism hubs in the region based on its 20-year vision development goals in 2025. Iran should use its capabilities in the health care industry to benefit from the benefits of health tourism, and is currently among the world's leading countries in medical science such as stem cells and spinal cord injury repair. Also, in the field of infertility, invasive radiology topics of the kidney and liver are able to compete with advanced countries in the world. There are no extensive studies in the field of health tourism in Iran, and comprehensive identification of the enablers of medical tourism in Iran and evaluation of their relationships and effects on each other seems necessary. Understanding the above, the main research question is: What are the factors shaping the indigenous health tourism model in the Ministry of Health and Medical Education?
Theoretical foundations
Health tourism
Health is one of the inalienable rights of all human beings. Almost in the middle of the last century and at the beginning of the work of the World Health Organization, world thinkers emphasized that health is not just the absence of disease, but the enjoyment of complete mental, physical, social and spiritual well-being as the definition of health in past centuries was accepted and agreed upon by thinkers (Emami et al., 2025). The term health tourism was proposed by Goodrich in 1991 and then began to spread in American and English universities (Monroy-Rodriguez et al., 2025). Health tourism is a trip designed to maintain and maintain the physical and mental health of an individual on a regular basis (Fernando et al., 2023).
Rastegari et al. (2025) conducted a study entitled "Health Tourism Destination Branding in Yazd Province Medical Centers". The findings of the study indicate the need to pay attention to infrastructure factors, cultural factors, and economic factors in the form of the health tourism destination country variable, tourism factors and destination city branding factors, and advertising, sales promotions, brand communities, and public relations in the form of communication tools variables, as well as doctors and nurses, medical center employees, and managers in the form of human resources variables, and medical equipment and facilities and services in the form of product or service variables.
Farzinmehr et al. (2025) conducted a study entitled "Investigating the Presentation of a Marketing Model in the Line of Health Tourism with an Emphasis on Medical Equipment". The findings showed that economic and policy factors indirectly affect marketing development through infrastructure and service quality.
Research Method
The present study is applicable in terms of purpose, and qualitative in nature, with an exploratory approach conducted thrugh the data-based theory with the systematic approach of "Strauss and Corbin". The main goal of this approach is to identify and explain the processes, relationships, and interactions effective in forming the indigenous health tourism model in order to ultimately provide a theoretical framework for explaining and analyzing this phenomenon. The research population included specialists and experts in the field of health tourism who had executive and decision-making backgrounds in related organizations and institutions and were known as "informed experts". Sampling began purposefully and continued until theoretical saturation was achieved. In total, 15 in-depth semi-structured interviews were conducted with experts in the field of health tourism. The interview protocol was also designed based on a review of the research background, document review, and consultation with experts; and the validity of the questions was also approved by the experts. Before the interview began, the research objectives and questions were sent to the participants, and a brief explanation of the research topic was provided at the beginning of each session. With the consent of the interviewees, the interview process was recorded and the key points of each session were simultaneously noted. The average time for each interview was about 45 minutes.
Data analysis was conducted based on a systematic approach of grounded theory and by MAXQDA18 software, and included three stages of open, axial, and selective coding. In the open coding stage, after several times of studying and organizing the interview text, initial concepts were extracted and similar codes were categorized into initial categories. Then, a title appropriate to the content of the codes was selected for each category. In the axial coding stage, the relationship between the axial category and other categories was determined in the form of a paradigmatic model. Finally, in the selective coding stage, the central category was extracted and the relationships between other categories were explained in the form of a final model.
Research findings
The findings of this study led to the design of a local model in the Ministry of Health, based on which the quality of services and specialized infrastructure were identified as the main drivers (causal conditions). The results showed that adopting strategies such as national branding and inter-institutional coordination, under the influence of political and legal intervening conditions, can lead to the key outcome of developing currency and promoting health diplomacy. This model, relying on the patient experience and the developments of health supersystems, offers an integrated path for the transition from traditional management to a comprehensive health tourism system.
Discussion and Conclusion
Analysis of the research findings shows that the identified causal conditions (including service quality, technological infrastructure, natural attractions, security, and organizational factors) constitute the hard core and main driving force of the model. These factors directly affect the “perceived value of the destination” and ultimately the “intention to choose Iran” by international patients. These results are fully consistent and harmonious with the new approach to medical tourism in the world. The present study confirms the fact that today, health tourists, beyond simply receiving treatment, are looking for a set of “quality, security, and a unique experience”. This finding is consistent with the results of zhao et al. (2024) studies that emphasize the simultaneous role of medical expertise and smart infrastructure in attracting tourists.
The contextual conditions in this study represent the specific context and environmental characteristics that affect the implementation of health tourism strategies. These conditions, which include changes in health spending trends, the transition to smart supersystems, a focus on patient experience, and diversification of services, provide a context in which Iran can emerge as a strategic destination. The analysis of the findings shows that the underlying conditions emphasize “creating economic advantage” and “improving patient-centered standards.” These results are in line with the new developments in the global health industry; because in the new paradigm, the success of a destination is not limited to treatment alone, but also depends on the “digital ecosystem” and “cost management.”
Changes in health spending trends indicate the impact of the “medicalization of society” and the growth of the share of health in GDP on tourism demand. The findings of the study are in line with the study of Chowdhary & Majumdar (2025) who consider changes in health behaviors and increasing costs as a driver for the search for affordable options in developing countries. In fact, the price gap between countries is the main factor that has led to the formation of this pattern in the Ministry of Health. The emergence of new technologies such as digital medicine and remote monitoring forms the modern platform for health tourism. This finding is fully consistent with the study of Zhao et al. (2024) on the role of artificial intelligence in the future of medical imaging and health services. The transition to these intelligent systems reduces the physical distance between international doctors and patients and strengthens trust in cross-border treatments.
Intervening conditions in this study include macro-environmental variables that influence the selection and implementation of strategies. These factors, which are categorized into three areas: political, legal, and economic; can act as “facilitators” or “structural barriers” In fact, these conditions determine to what extent Iran's potentials (causal factors) can be realized in the real world. The analysis of the findings shows that the intervening conditions emphasize "system resilience" and "stability of implementation procedures". These results are in line with the theories of strategic management in the field of health; because in international markets, even with the best medical services, sustainable development will not be achieved without legal and diplomatic supports. Coordination between the government, banks and medical centers acts as a catalyst for the implementation of the model. This finding is consistent with the structural model of Mansour et al. (2023) that emphasizes inter-institutional interaction. The existence of comprehensive plans and order in processes reduces implementation barriers and makes the partnership between travel agencies and medical centers that you have brought in the codes productive. The research findings are in line with the study of Chowdhary & Majumdar (2025).
Strategies in This research is a set of targeted and planned measures that the Ministry of Health and relevant institutions use to manage and develop health tourism. These strategies, which include structural coordination, scientific branding, and smart marketing, are actually considered a "roadmap" for transforming Iran's potential into tangible economic and medical outputs. Analysis of the findings shows that the strategies emphasize process integration and marketing intelligence. These results are in line with modern tourism management models in the world; because in the present era, traditional marketing has given way to "holistic management" and "digital branding based on trust". This category is consistent with the findings of Chowdhar & Majumdar (2025).

Abstract The aim of this research is to study the different situations of customers' food choice preferences in shopping malls. The present research is applicable and exploratory in terms of its purpose, and descriptive-survey and correlational in terms of its nature and method. The statistical population of the present study includes food consumers in food courts of shopping malls in Tehran (Arg, Kourosh, Palladium, Sana and Iran Mall). Given that the statistical population of the study is unlimited and extensive, the Cochran formula for such population was used to determine the sample size, and 384 people were selected as a sample by simple random sampling. The collection tool in the present study includes a researcher-made questionnaire derived from a qualitative method. SPSS software and structural equations were used to analyze the findings. The results showed that positive emotions are significantly associated with high mood characteristics (such as a preference for colorful, warm, fragrant, and tasty foods), and negative emotions are significantly associated with low mood characteristics (such as choosing fatty or salty foods) in food choice. Also, consumption goals influenced by these mood characteristics can lead to an increase in positive emotions or a decrease in negative emotions. Contextual factors such as past experiences, culture, and health knowledge also play a mediating role in this process. By identifying a conceptual model of nutritional behavior in an emotional context, this study can provide a basis for designing policy interventions and food marketing in public settings. One of the most important practical suggestions of the research is to design advertising programs based on emotional states and to develop nutritional guidelines for commercial spaces such as malls.
Introduction
In recent years, understanding the role of emotions in human daily decision-making, especially in the field of food consumption behavior, has increasingly attracted the attention of researchers in the fields of psychology, nutrition sciences, and behavioral marketing. One area where there is a complex relationship between emotional processes and behavioral decision-making is food preference and choice. In the past, studies generally focused on physiological and nutritional factors affecting food choices, but today it has been found that emotional components such as anxiety, stress, happiness, sadness, and guilt can directly or indirectly affect food choices (Brückner et al., 2023).
Within the framework of the cognitive appraisal theory of emotions (Lazarus & Folkman, 1984), it is stated that people show certain emotional reactions based on their mental evaluation of situations, and these reactions can determine the motivation and direction of their subsequent behavior. Accordingly, when a person is in an emotional situation such as anger, sadness, or anxiety, they may tend to consume high-calorie, high-fat, or sweet foods to calm themselves down (Barker et al., 2019). This can create an unhealthy cycle of negative emotions and emotional overeating, which can ultimately lead to problems such as obesity, diabetes, and eating disorders (Heshmati et al., 2023).
Positive emotions can lead to healthier food choices, while negative emotions, such as stress, anxiety, sadness, or anger, are often associated with the consumption of high-fat, sugary, or high-calorie foods (Brown, 2020).
In today’s world, with the expansion of urbanization, increasing psychological pressures from economic and social factors, and the rapid growth of shopping centers and large commercial spaces (malls), humans are frequently exposed to situations prone to triggering various emotions. In such situations, food decisions are often made emotionally rather than rationally. Researchers believe that food consumption acts as a coping mechanism against negative emotions such as anger, anxiety, and sadness; a phenomenon known in the psychological literature as “emotional eating” (Vannucci et al., 2015).
Given the lack of comprehensive and indigenous research on the combined examination of emotional states and food preferences in social and commercial environments such as shopping malls in Iran, this study seeks to answer the main question: What are the different states of customers’ food choice preferences in shopping malls?
Theoretical Framework
Food Emotions
Different types of emotions, either negative or positive, have been examined in previous research, along with those evoked by certain foods, as well as previously experienced emotions that produce specific outcomes in consumers, such as customer satisfaction and product choice. Accordingly, it is thought that eating is a response mechanism specifically to negative and positive emotions. Excessive and unhealthy food consumption behavior is one of the main drivers of the growing epidemic of obesity and overweight globally, making it a serious health threat worldwide (WHO, 2020).
The role of positive emotions in food choice
Although research often highlights the link between negative emotions and eating, it has been shown that positive emotions also influence food consumption. For example, Evers et al., (2013) suggest that positive emotions play as important a role in food consumption as negative emotions. Using a study, they found that, specifically in everyday life, snacking occurs more frequently when experiencing positive emotions, leading to higher calorie intake as a response to positive emotional arousal. Similarly, Bongers et al., (2013) found that people who are particularly emotional eaters tend to consume more food in positive emotional states compared to negative states (Cardi et al., 2015).
The role of negative emotions in food choice
Negative emotions influence food choice. People turn to different foods when dealing with different emotions. Increased food consumption during emotional and psychological states such as stress may have negative effects on health. An unbalanced diet may promote many chronic diseases such as obesity, diabetes, high cholesterol, high blood pressure, heart disease and stroke (Konttinen, 2020).
Agrawal et al., (2025) examined the role of emotion invalidation and found that young people whose emotions are ignored and have poor emotion regulation skills are significantly more likely to engage in emotional eating.
Fielding‐Singh & Cooper (2023) examined the emotional management of motherhood: food processing, maternal guilt, and emotion processing. They showed that feelings of guilt prior to consuming pleasurable foods such as chocolate, lead to reduced enjoyment and even increased compensatory and excessive eating behaviors. This feeling is also linked to nutritional parenting patterns, especially among women and mothers of young children.
Research Methodology
The present study is applicable and exploratory in terms of purpose, and descriptive-survey and correlational in terms of nature and method. The statistical population of the present study includes food consumers in food courts of shopping centers in Tehran (Arg, Kourosh, Palladium, Sana and Iran Mall). Given that the statistical population of the study is uncertain and extensive, the Cochran formula for an unlimited population was used to determine the sample size, and 384 people were selected as samples using simple random sampling method. The collection tool in the present study includes a researcher-made questionnaire derived from a qualitative method.
Research findings
SPSS software and structural equations were used to analyze the findings. The results showed that positive emotions are significantly related to high mood characteristics (such as a tendency to colorful, warm, fragrant and tasty foods) and negative emotions are significantly related to low mood characteristics (such as choosing fatty or salty foods) in food selection. Also, consumption goals influenced by these mood characteristics can lead to an increase in positive emotions or a decrease in negative emotions. Contextual factors such as past experiences, culture, and health knowledge also play a mediating role in this process. By identifying a conceptual model of nutritional behavior in an emotional context, this study can provide a basis for designing policy interventions and food marketing in public settings. The most important practical suggestions of the research are designing advertising programs based on emotional states and developing nutritional guidelines for commercial spaces such as malls.
Conclusion
The present study was conducted with the aim of investigating different situations of customers' food choice preferences in shopping centers. The results of this study are consistent with the results of Agrawal et al., (2025), Fielding‐Singh & Cooper, (2023), Guerrini‐Usubini et al., (2023), Ha & Lim, (2023), Ebrahimi et al., (2023), Ogundijo et al., (2022), Mandato et al., (2022), Mohammadi et al, (2022), and Olegario et al, (2021). Agrawal et al., (2025) showed that people whose emotions are ignored in youth and have low emotion regulation skills have a significantly higher tendency to emotional eating.
According to the present study, the following suggestion is made:
It is suggested that restaurants and food courts design their menus in a way that covers a variety of foods that can respond to different emotions of people; especially on days that are generally or individually emotionally charged (such as holidays, birthdays, anniversaries, or days of mourning), the menu should be designed to accommodate both hedonic consumption and health-oriented options. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract The current research has been conducted with the aim of investigating the factors affecting the financial recovery of businesses admitted to the stock exchange. This research is an interdisciplinary study; a combination of legal and financial topics with qualitative and quantitative data. In this regard, 144 companies were studied as a statistical sample of the research in the 12-year period of 2010-2021 based on the screening process. The findings of the research showed that, in the examination of the goodness of fit indices of the model, it can be seen that, based on the McFadden coefficient of determination index, the use of predictor variables in the final model of the financial recovery of companies has been able to improve the likelihood function by 71.25%. That is, it can be concluded that the main forecasting components in the final model have been able to be effective up to 71.25% in the accuracy of detecting the financial recovery of companies. Finally, the analysis of multilayer artificial neural networks in order to evaluate the reliability of the results in diagnosing and prioritizing the financial recovery of companies shows that, therefore, considering that the tenth principal component is the most important factor in the financial recovery of companies, and citing the magnitude (absolute value) of the coefficients of each variable in the formation of this component, the order of the importance of financial variables in the financial recovery of companies and their exit from bankruptcy can be determined. Extended Abstract                                           Introduction Financial helplessness refers to a situation in which the company cannot fully fulfill its obligations to financial providers, and faces difficulties in fulfilling them. Financial helplessness does not necessarily lead to bankruptcy, and a set of management measures to get out of helplessness or rehabilitation can save the company from the risk of entering the bankruptcy stage (Mherani et al, 2021). The growth and revival of the company is the result of exploiting the opportunities. In fact, a company has limited resources that it uses as necessary tools to achieve growth in facing upcoming opportunities (Hussain & Waseer, 2018). Company growth has been studied by many researchers and different terms have been used to define its stages. But most researchers agree that the growth and revitalization of the company is a process. In other words, every company is born like a child, then it starts to grow and in this way it faces various challenges and crises until it finally matures and then dissolves. In this path, there are several factors that help the company's success and allow it to move from one stage to another. Of course, there are two different thoughts among researchers in this regard; some of them believe that the company's economic growth path is linear and predictable. But some others believe that the company's growth is the result of taking advantage of opportunities and is unpredictable (Guha et al, 2013). Manufacturing companies active in the stock market, which are considered as the main players in the economy of any country, play an important role in increasing the national income. Regardless of paying taxes to the government, companies create many job opportunities and provide them with the opportunity to pay taxes to the government by hiring and paying jobseekers. Also, companies play an important role in improving the foreign balance of the country by exporting their goods to other countries. On the other hand, bankrupt companies lose the ability to pay taxes to the government and are forced to fire their employees; which brings many social and political problems. Also, since bankrupt companies are unable to pay their loans, they create problems for lending institutions (Yan & Vedoud, 2019). Therefore, this research, referring to the concept of asset pricing models of Black and Schulz; which emphasizes on the intrinsic value of debts and assets, paying attention to the importance of bankruptcy and exit and in the continuation of rehabilitation, has examined the factors affecting financial rehabilitation of businesses accepted in the stock exchange, and in fact, the main question of the research is: what factors are effective on the financial recovery of bankrupt companies in the stock exchange?   Theoretical Framework Financial rehabilitation (exit from bankruptcy) Company rehabilitation is a process in which the weak performance status of the company changes and its performance indicators improve (Berandez & Berg, 2020). When some organizations experience a financial crisis and face challenging and deteriorating operating margins, financial revival means a significant improvement in operational margins and financial health of the organization (Ghazavi, 2018). The financial recovery of the business unit is a process based on which the weak performance status of the company is changed and the performance indicators are improved (Brandes & Brege, 2012). Financial recovery strategies The increase in the bankruptcy of business units due to the economic situation attracted the attention of researchers to this field and caused research to be found to provide a model to predict the exit from helplessness of helpless companies. With the increase in the scope of the financial crisis, managers of companies in crisis have increased their efforts to implement strategies that will save them from bankruptcy and stop their decline. In this regard, some of them use the strategy of cost reduction (Bruton & Rubanik, 2016) and asset restructuring (Sudarsanam & Lai, 2017; Hambrick & Schecter, 2014) for revival, and others consider the reorganization of the company's debts. Dzingirai & Baporikar (2022) in a research titled "Trends and patterns in revitalization strategies" state that the most important aspect of strategic management should be the ability to respond to a world that is changing rapidly and with an increasing trend. The purpose of implementing this strategy is to take measures aimed at reducing the effects of change among organizations. As a result, it seems that the present time is the most ideal time to analyze the existing articles in this field from the perspective of bibliography. The role of revitalization strategies in strategic management articles cannot be underestimated. Three revitalization strategies, i.e. retrenchment, restructuring, and reorganization have led to the spread of articles related to the mainstream revitalization. Ramalho & Diogo (2021) found that operational structure restructuring measures play an important role in the revitalization process of any company. In addition, this study shows that the managers of American companies during the considered time period, regardless of the effectiveness of the strategies, give more importance to financial restructuring measures. Research methodology This research is an interdisciplinary study; a combination of legal and financial topics with qualitative and quantitative data. In this regard, 144 companies were studied as a statistical sample of the research in the 12-year period of 2010-2021 based on the screening process. Research findings The findings of the research showed that, in the examination of the goodness of fit indices of the model, it can be seen that, based on the McFadden coefficient of determination index, the use of predictor variables in the final model of the financial recovery of companies has been able to improve the likelihood function by 71.25%. That is, it can be concluded that the main forecasting components in the final model have been able to be effective up to 71.25% in the accuracy of detecting the financial recovery of companies. Finally, the analysis of multilayer artificial neural networks in order to evaluate the reliability of the results in diagnosing and prioritizing the financial recovery of companies shows that, therefore, considering that the tenth principal component is the most important factor in the financial recovery of companies, and citing the magnitude (absolute value) of the coefficients of each variable in the formation of this component, the order of the importance of financial variables in the financial recovery of companies and their exit from bankruptcy can be determined. Conclusion The current research was conducted with the aim of investigating the factors affecting the financial recovery of businesses admitted to the stock exchange. The findings of the Ramalho, Diogo Miguel Pacífico (2021), Kazemzadeh & Moazami (2019), and Dzingirai & Baporikar (2022) also identified and introduced factors for the revival of companies in line with the results of this research. The artificial neural network composed of the main components in this research can correctly predict 90.9% of the bankruptcy or non-bankruptcy situations of companies, which can be confirmed by the research results of Lee (2021), Barzegar & Haedari (2017), and Wanita & Grace (2021) based on the acceptable and high power of the artificial neural network in the detection of aligned bankruptcy. Finally, for the revival of bankrupt companies in the stock exchange, suggestions for officials and legislators with regard to the research findings are presented: - It is suggested to the Ministry of Security to make the necessary inquiries from the bankruptcy liquidation department of the provincial judiciary before issuing a license for production units that have been closed down or bankrupted, and provide the necessary background within the framework of laws and regulations for the activation of closed or semi-closed production units, with the least capital and the least cost, to activate the huge capital stagnant in them.