The influence of service failures on brand hate and hotel switching in five-star hotels

This study examines the effects of negative service cues on brand hate and hotel switching among five-star hotel guests. Data were collected via an online survey from guests of the five top-rated five-star hotels in Syria. A quantitative approach was employed, utilizing PLS-SEM to test the raised hypotheses. One-way ANOVA was used to compare switching intention across hotels, and logistic regression was used to quantify an actionable risk metric. Findings indicated that perceived deceptiveness, experiential dissonance, financial risk perception, and discrimination significantly influence brand hate. Brand hate mediates between these factors and switching intention. The proposed framework model advances theoretical contributions to the hospitality literature on predictors of negative service indicators. It also provides hotel managers with actionable recommendations for the competitive luxury market.