Abstract
ABSTRACT This study aims to evaluate the effect of customer forgiveness on perceived brand betrayal and the outcomes of brand hate in the restaurant industry. The mediating role of perceived brand betrayal in restaurant service failures is examined. In addition, this study compares the effects of customer forgiveness on brand betrayal and brand hate between two groups of customers with and without apology letter after service failure. A total of 815 questionnaires were collected from two groups of customers of restaurants in Tehran, Iran. The findings show customer forgiveness negatively influences brand betrayal and three outcomes of brand hate for both groups. In addition, the findings reveal significant differences between the two groups in the effects of customer forgiveness and brand betrayal on brand hate outcomes. This study has a significant theoretical contribution by examining the effects of customer forgiveness as a healing power on customer negative emotions and behavior.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
