When Brands Fail: Hatred, Negative WOM, Forgiveness, and Generational Voices in Repurchase Decisions
Year: 2025
Type: book-chapter
Study design: Observational Study
Abstract: Service failures by mobile network operators can generate intensely negative customer experiences that result in brand hatred.This hatred often manifests through negative word-of-mouth (both face-to-face and electronic), severely affecting the company's reputation.Conversely, customer forgiveness emerges as a mitigating factor, potentially reducing harmful discourse and fostering repurchase intentions.This study examined these dynamics among 400 Generation Z (18-30 years) and Millennial (31-43 years) respondents who had experienced a service failure with their mobile network provider in the past year.Using the PLS-SEM technique, findings reveal that brand hatred significantly increases both forms of negative word-of-mouth, while customer forgiveness reduces them and positively influences repurchase intention.Although generational differences did not moderate the impact of hatred and forgiveness on word-ofmouth behavior, a moderating effect was found in the relationship between forgiveness and repurchase intention, with Generation Z showing a stronger effect.
Institution: Peruvian University of Applied Sciences
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4415324884