Switching and repurchase after negative experience: the role of recovery satisfaction, brand hate, brand forgiveness and brand love

Purpose This study investigates (1) how recovery satisfaction impacts brand switching and repurchase intention and (2) how brand love moderates these relationships. Design/methodology/approach This study surveyed participants who had experienced a negative encounter with a brand and subsequently received recovery efforts. Mixed-method approach has been employed by integrating partial least squares structural equation modeling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA) to test both linear and configurational effects. Findings The findings demonstrated the relationship between recovery satisfaction on brand switching, along with revealing brand hate and brand forgiveness as mediators. Furthermore, findings found the moderating effect of brand love on recovery satisfaction mechanisms. Originality/value The current study contributes to the post-failure literature by integrating positive and negative emotional mechanisms of recovery satisfaction. It highlights the importance of emotional ambivalence and demonstrates the value of combining SEM and fsQCA to uncover multiple causal pathways. The findings offer actionable insights for brands seeking to manage consumer emotions, reduce switching behavior and promote repurchase after service failures.