This study suggests that the effect of customer dissatisfaction on customer behavior (EVL, Exit, Voice, and Loyalty) in failure situations may be different according to cognitive brand relationship quality (cold BRQ) and emotional brand relationship quality (hot BRQ). Previous research has shown that customers experience dissatisfaction in a failure situation in which perceived performance does not meet expectations, and that such dissatisfaction leads to negative customer behavior. However, the effects of dissatisfaction on exit, voice, and loyalty are different depending on how the customer has formed the relationship quality with the brand. Psychologists have suggested that cognitive-based relationship quality and emotional-based relationship quality have different responses in negative situations. This study examines whether the effects of dissatisfaction on exit, constructive voice, destructive voice, and loyalty in failure situations are different according to cognitive brand relationship quality (Cold BRQ) and emotional brand relationship quality (Hot BRQ). As a result of the study, when the Hot BRQ experienced dissatisfaction, the dissatisfaction did not affect the exit and loyalty. And such dissatisfaction increases the likelihood of constructive voice and less likely to make destructive voice. On the other hand, when Cold BRQ experienced a dissatisfaction, it appeared that such dissatisfaction increased exit, destructive voice, did not affect constructive voice, and reduced loyalty. These results suggest that dissatisfaction does not result in all negative customer behavior but that dissatisfaction may not lead to negative customer behavior according to brand relationship quality, and may even provide constructive advice for companies to improve in a better direction. This suggests that companies should be more interested in Hot BRQ, and should manage such relationship quality with customers.