The effect of service failure severity on brand forgiveness: the moderating role of interpersonal attachment styles and thinking styles

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.

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“…As a result, holistic thinkers are more attuned to external factors as determinants of behavior. In contrast, analytic thinkers are not influenced by external factors but focus on the object itself (Alnawas et al , 2022; Choi et al , 1999; Yang and Mattila, 2020).…”

Explaining consumer–brand forgiveness through the lens of narcissism

“…This study sheds more light on to the process of CBF by addressing the need to investigate personality traits (Fetscherin and Sampedro, 2019), which have been scarcely investigated in the context of consumer forgiveness (e.g. Alnawas et al, 2022;Tsarenko and Tojib, 2012). This is surprising considering that the psychology literature supports a significant effect of personality traits on interpersonal forgiveness (e.g.…”

“…This study sheds more light on to the process of CBF by addressing the need to investigate personality traits (Fetscherin and Sampedro, 2019), which have been scarcely investigated in the context of consumer forgiveness (e.g. Alnawas et al. , 2022; Tsarenko and Tojib, 2012).…”

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