The impact of negative emotions and relationship quality on consumers’ repurchase intention: An empirical study based on service recovery in China’s online travel agencies

Service failures of online travel agencies (OTAs) occur frequently, which makes the OTA business operation model face huge risks. However, the current academic circles still pay insufficient attention to OTA service recovery. This study obtained research data through scenario experiment method, and analyzed data through SPSS25.0, HLM6.08 and other statistical software to explore the impact mechanism of consumers’ repurchase intention in OTA service recovery. The empirical results of this study are as follows: Consumers’ negative emotions weaken their relationship with tourism suppliers and OTAs. If the relationship quality between consumers and tourism suppliers is improved, the relationship quality between consumers and OTAs will also be improved. The relationship quality between consumers and OTAs has a positive impact on consumers’ repurchase intention, and consumer forgiveness has a positive moderating effect between them. This study provides a consumer psychology perspective for discussing OTA’s service recovery, which is conducive to promoting the healthy development of OTA’s business operation model and benefiting consumers.