Abstract:

This study examines the impact of brand hate on non-repurchase intentions in the hospitality industry, focusing on how brand hate drives offline negative word-of-mouth (NWOM) and online complaining in a cross-channel setting. A quantitative research method was employed, with data collected through a survey of individuals who had negative experiences with hospitality brands. The findings reveal that brand hate significantly influences offline NWOM, leading to a strong non-repurchase intention. This is especially true in close-knit communities where personal reputation and social relationships are highly valued. The link between online complaining and non-repurchase intention is not statistically significant. This suggests that while consumers may express dissatisfaction online, this does not always translate into a firm decision to avoid repurchasing. Additionally, the research highlights the mediating role of both offline and online channels in influencing consumer behavior as a reaction to brand hate. The study provides valuable implications for hospitality managers in developing strategies to effectively address negative brand emotions. By focusing on effective service recovery and customer relationship management, businesses can mitigate the negative impacts of brand hate and enhance customer loyalty.