Show simple item record

AuthorAlnawas, Ibrahim
AuthorAl Khateeb, Amr
AuthorAbu Farha, Allam
AuthorNdubisi, Nelson Oly
Available date2024-02-06T05:53:33Z
Publication Date2023-04-10
Publication NameInternational Journal of Contemporary Hospitality Management
Identifierhttp://dx.doi.org/10.1108/IJCHM-03-2022-0290
CitationAlnawas, I., Al Khateeb, A., Abu Farha, A., & Ndubisi, N. O. (2023). 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, 35(5), 1691-1712.‏
ISSN09596119
URIhttps://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85139692667&origin=inward
URIhttp://hdl.handle.net/10576/51563
AbstractPurpose: 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.
Languageen
PublisherEmerald Publishing
SubjectBrand forgiveness
Hospitality
Interpersonal attachment styles
Service
Service failure
Thinking styles
TitleThe effect of service failure severity on brand forgiveness: the moderating role of interpersonal attachment styles and thinking styles
TypeArticle
Pagination1691-1712
Issue Number5
Volume Number35
dc.accessType Open Access


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record