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

Purpose The purpose of this study is to examine the effect service failure severity on brand forgiveness and investigate moderating effects interpersonal attachment styles thinking severity–brand relationship. Design/methodology/approach authors used retrospective experience sampling collect data structural equation modeling (AMOS 24) analyze 570 responses collected via an online survey. Findings This shows that relationship not always negative, as different conditions may amplify or weaken it. Specifically, a secure style holistic negative impact forgiveness, whereas anxious analytic negatively An avoidance did appear play role. Practical implications should help hotels fine-tune their segmentation, targeting positioning efforts also in implementing more focused recovery strategies. Originality/value provides insights into role psychological traits amplifying/reducing thus showing importance developing profiles customers beyond demographic profiling. emotional cognitive typologies consumers are key understanding dependence severity.