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Alnawas, I, Al Khateeb, A, Abu Farha, A and Ndubisi, NO (2022) The effect of service failure severity on brand forgiveness: the moderating role of interpersonal attachment styles and thinking styles. International Journal of Contemporary Hospitality Management. ISSN 0959-6119
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The Effect of Service Failure Severity on Brand Forgiveness The Moderating Role of Interpersonal Attachment Styles and Thinking Styles.pdf - Accepted Version Available under License Creative Commons Attribution Non-commercial. Download (771kB) | Preview |
Abstract
Purpose: The purpose of this study is to examine the effect of service failure severity on brand forgiveness and to investigate the moderating effects of interpersonal attachment styles and thinking styles on the service failure severity–brand forgiveness relationship. Design/methodology/approach: The authors used retrospective experience sampling to collect the data and structural equation modeling (AMOS 24) to analyze 570 responses collected via an online survey. Findings: This study shows that the service failure severity–brand forgiveness relationship is not always negative, as different conditions may amplify or weaken it. Specifically, a secure attachment style and holistic thinking weaken the negative impact of service failure severity on brand forgiveness, whereas an anxious attachment style and analytic thinking negatively amplify the relationship. An avoidance attachment style did not appear to play a role. Practical implications: This study should help hotels fine-tune their segmentation, targeting and positioning efforts and may also help in implementing more focused recovery strategies. Originality/value: This study provides insights into the role of psychological traits in amplifying/reducing the negative impact of service failure severity on brand forgiveness, thus showing the importance of developing the psychological profiles of customers beyond demographic profiling. The emotional and cognitive typologies of consumers are key to understanding the dependence of forgiveness on service failure severity.
| Item Type: | Article |
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| Additional Information: | This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact permissions@emerald.com |
| Uncontrolled Keywords: | 1504 Commercial Services; 1505 Marketing; 1506 Tourism; Sport, Leisure & Tourism |
| Subjects: | H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products |
| Divisions: | Business & Management (from Sep 19) |
| Publisher: | Emerald |
| SWORD Depositor: | A Symplectic |
| Date Deposited: | 31 Oct 2022 09:09 |
| Last Modified: | 31 Oct 2022 09:15 |
| DOI or ID number: | 10.1108/IJCHM-03-2022-0290 |
| URI: | https://researchonline.ljmu.ac.uk/id/eprint/17915 |
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