The Healing Power of Forgiveness: How Failure Severity Moderates the Effect of Emotions on Forgiveness and Behavioural Intentions
Despite the undesirable consequences of service failures, it is not possible to prevent them entirely due to the characteristics of the hospitality industry. In this regard, related studies have focused on the transformation of the negative consequences of service failures into positive outcomes. In...
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Istanbul University Press
2024-12-01
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| Series: | Journal of Tourismology |
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| Online Access: | https://cdn.istanbul.edu.tr/file/JTA6CLJ8T5/1BD6D9F0CEFF45DAA2A42EBF57592B95 |
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| author | Engin Tengilimoğlu |
| author_facet | Engin Tengilimoğlu |
| author_sort | Engin Tengilimoğlu |
| collection | DOAJ |
| description | Despite the undesirable consequences of service failures, it is not possible to prevent them entirely due to the characteristics of the hospitality industry. In this regard, related studies have focused on the transformation of the negative consequences of service failures into positive outcomes. In such negative situations, customer forgiveness, as a healing power, is crucial in terms of both reducing negative attitudes and behaviours and developing positive ones. This study examines the effect of post-recovery emotional responses on forgiveness and the effect of forgiveness on repurchase and positive word-of-mouth intentions, with a particular focus on the moderating role of failure severity. The study used a semi-experimental research design through the scenario technique, presenting participants with realistic fictional service failure scenarios. A 2x2 between-participants factorial design was implemented, varying the service failure severity (low vs. high) and recovery type (apology vs. discount). Data were collected from 396 participants, with 99 responses for each scenario. To address the research objectives, a multi-group structural equation model was employed. The findings indicated that positive and negative emotional response influence forgiveness, which in turn has a positive effect on repurchase and positive word-of-mouth intentions. Additionally, the effect of negative emotions on forgiveness is stronger in cases of high-severity failures, whereas positive emotions are more influential in low-severity failures. Finally, it was determined that forgiveness has a greater effect on repurchase and positive word-of-mouth in cases of low-severity failures. |
| format | Article |
| id | doaj-art-c4c4fb6a64894ae881ecd79f60b195f6 |
| institution | DOAJ |
| issn | 2459-1939 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Istanbul University Press |
| record_format | Article |
| series | Journal of Tourismology |
| spelling | doaj-art-c4c4fb6a64894ae881ecd79f60b195f62025-08-20T02:57:21ZengIstanbul University PressJournal of Tourismology2459-19392024-12-0110218219410.26650/jot.2024.10.2.1544161123456The Healing Power of Forgiveness: How Failure Severity Moderates the Effect of Emotions on Forgiveness and Behavioural IntentionsEngin Tengilimoğlu0https://orcid.org/0000-0001-7080-6147Selçuk Üniversitesi, Konya, TurkiyeDespite the undesirable consequences of service failures, it is not possible to prevent them entirely due to the characteristics of the hospitality industry. In this regard, related studies have focused on the transformation of the negative consequences of service failures into positive outcomes. In such negative situations, customer forgiveness, as a healing power, is crucial in terms of both reducing negative attitudes and behaviours and developing positive ones. This study examines the effect of post-recovery emotional responses on forgiveness and the effect of forgiveness on repurchase and positive word-of-mouth intentions, with a particular focus on the moderating role of failure severity. The study used a semi-experimental research design through the scenario technique, presenting participants with realistic fictional service failure scenarios. A 2x2 between-participants factorial design was implemented, varying the service failure severity (low vs. high) and recovery type (apology vs. discount). Data were collected from 396 participants, with 99 responses for each scenario. To address the research objectives, a multi-group structural equation model was employed. The findings indicated that positive and negative emotional response influence forgiveness, which in turn has a positive effect on repurchase and positive word-of-mouth intentions. Additionally, the effect of negative emotions on forgiveness is stronger in cases of high-severity failures, whereas positive emotions are more influential in low-severity failures. Finally, it was determined that forgiveness has a greater effect on repurchase and positive word-of-mouth in cases of low-severity failures.https://cdn.istanbul.edu.tr/file/JTA6CLJ8T5/1BD6D9F0CEFF45DAA2A42EBF57592B95service failurescustomer forgivenessemotional responserepurchasepwom |
| spellingShingle | Engin Tengilimoğlu The Healing Power of Forgiveness: How Failure Severity Moderates the Effect of Emotions on Forgiveness and Behavioural Intentions Journal of Tourismology service failures customer forgiveness emotional response repurchase pwom |
| title | The Healing Power of Forgiveness: How Failure Severity Moderates the Effect of Emotions on Forgiveness and Behavioural Intentions |
| title_full | The Healing Power of Forgiveness: How Failure Severity Moderates the Effect of Emotions on Forgiveness and Behavioural Intentions |
| title_fullStr | The Healing Power of Forgiveness: How Failure Severity Moderates the Effect of Emotions on Forgiveness and Behavioural Intentions |
| title_full_unstemmed | The Healing Power of Forgiveness: How Failure Severity Moderates the Effect of Emotions on Forgiveness and Behavioural Intentions |
| title_short | The Healing Power of Forgiveness: How Failure Severity Moderates the Effect of Emotions on Forgiveness and Behavioural Intentions |
| title_sort | healing power of forgiveness how failure severity moderates the effect of emotions on forgiveness and behavioural intentions |
| topic | service failures customer forgiveness emotional response repurchase pwom |
| url | https://cdn.istanbul.edu.tr/file/JTA6CLJ8T5/1BD6D9F0CEFF45DAA2A42EBF57592B95 |
| work_keys_str_mv | AT engintengilimoglu thehealingpowerofforgivenesshowfailureseveritymoderatestheeffectofemotionsonforgivenessandbehaviouralintentions AT engintengilimoglu healingpowerofforgivenesshowfailureseveritymoderatestheeffectofemotionsonforgivenessandbehaviouralintentions |