The impact of mitigating brand hate and the likelihood of relationship termination intentions: the role of apologies

Purpose – A significant research gap exists regarding brand hate and consumer psychological changes pre- and post-recovery following a service failure. To address this, this study examines the relationship between brand hate and relationship termination intentions after such a failure. Design/methodology/approach – This research employs two scenario-based studies to examine how brand hate before and after recovery affects outcomes. It also examines how the type of recovery effort (e.g. apology vs compensation) weakens the relationship between brand hate and relationship termination intentions. Findings – Our findings indicate no causal link between brand hate and relationship termination intentions before recovery efforts; however, this relationship becomes mitigated afterward. Specifically, negative word-of-mouth mediates the reduction of adverse psychological changes and behavioral intentions following recovery but shows no effect beforehand. Notably, termination intentions decline sharply when a sincere apology is issued, underscoring its regulatory emotional role. Originality/value – Our research makes an important contribution to updating theories and mechanisms within the tourism field. Particularly, it demonstrates how brand hate changes before and after service recovery efforts and that this outcome is a key mechanism in weakening consumers’ negative attitudes toward a brand.