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Journal of Hospitality Marketing & Management Volume 31, 2022 - Issue 6
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Research Article

Effects of customer forgiveness on brand betrayal and brand hate in restaurant service failures: does apology letter matter?

Nasrin Rasoulia Department of Economics and Management, Urmia University, West Azerbaijan, IranORCID Iconhttps://orcid.org/0000-0001-6890-2551
ORCID Icon,
S. Mostafa Rasoolimaneshb Centre for Research and Innovation in Tourism (CRiT) & School of Hospitality, Tourism and Events Taylor’s University, Subang Jaya, MalaysiaCorrespondence[email protected] [email protected]
ORCID Iconhttps://orcid.org/0000-0001-7138-0280
ORCID Icon,
Atousa Kamangar Rahmanic Department of Management, Islamic Azad University, Tehran, IranORCID Iconhttps://orcid.org/0000-0002-6005-4073
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Ayatollah Momayezd Faculty Member, Faculty of Entrepreneurship, University of Tehran, Tehran, IranORCID Iconhttps://orcid.org/0000-0001-6154-0519
ORCID Icon &
Mohammad Amin Torabie Ph.D. in Business Management, Faculty of Management, University of Tehran, Tehran, IranORCID Iconhttps://orcid.org/0000-0001-6780-0246
ORCID Icon
Pages 662-687 | Published online: 26 Feb 2022

Citations (6)

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Read on this site (2)

Ayatollah Momayez, Nasrin Rasouli, Mohammad Alimohammadirokni & S. Mostafa Rasoolimanesh. (2023) Green entrepreneurship orientation, green innovation and hotel performance: the moderating role of managerial environmental concern. Journal of Hospitality Marketing & Management 0:0, pages 1-24.
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Jie Wu & Narisa Zhao. (2023) What consumer complaints should hoteliers prioritize? Analysis of online reviews under different market segments. Journal of Hospitality Marketing & Management 32:1, pages 1-28.
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Articles from other publishers (4)

Ibrahim Alnawas, Amr Al Khateeb, Allam Abu Farha & Nelson Oly Ndubisi. (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 35:5, pages 1691-1712.
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Tugrul Ayyildiz, Ahu Yazici Ayyildiz & Erdogan Koc. (2023) Illusion of control in service failure situations: customer satisfaction/dissatisfaction, complaints, and behavioural intentions. Current Psychology.
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Ahmed Mohamed Elbaz, Mohammad Soliman, Alamir Al-Alawi, Bassam Samir Al-Romeedy & Moustafa Mekawy. (2022) Customer responses to airline companies' service failure and recovery strategies: the moderating role of service failure habit. Tourism Review 78:1, pages 1-17.
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Petek Tosun & Merve Yanar Gürce. (2022) Consumer complaining behavior in banking: the influence of brand image on brand forgiveness and negative word-of-mouth. Journal of Financial Services Marketing.
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