부산대학교 도서관

The purpose of this study is to examine influence of these upon consumer response in failure situation by dividing Brand Relationship Quality(hereunder called BRQ) into Hot BRQ(based on emotion) and Cold BRQ(based on cognition). Prior researches so far are mentioning on customers' emotional and behavioral responses in failure situation, but is overlooking how BRQ influence customers' reponses on failure. Psychological research suggest when a person experience failure from another, his(her) psychological responses can depend on the bais of relationship. Thus, this study examine influence of Hot BRQ and Cold BRQ on disappointment and forgiveness in failure situation. As a result of research, first, the influence of Hot BRQ and Cold BRQ upon consumer disappointment and forgiveness was indicated to be different. In other words, both of Hot BRQ and Cold BRQ experience disappointment, but Cold BRQ associated with satisfaction and trust was indicated to have the higher influential level upon disappointment than Hot BRQ associate with passion, intimacy and commitment. Hot BRQ influence positively forgiveness, but Cold BRQ influence negatively forgiveness. second, disappointment influence positively direct complaint, switching, and negative word-of-mouth, and forgiveness influence negatively switching, and negative word-of-mouth.