What If I Make the Wrong Decision? The Role of Anticipated Regret in Switching Barrier Based Customer Retention

Jiun Sheng Chris Lin, En Yi Chou, Cheng Yu Lin

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

3 Scopus citations

Abstract

The examination and management of customer switching barriers has been an important issue on customer retention because switching barriers deter defection. Similarly, psychological inhibitors can act as negative drivers to customer defection. However, there has been little research investigating the role of customers’ psychological mechanisms in relation to switching behavior. This study aims to explore such a mechanism by incorporating customers’ anticipated regret into existing switching barrier research.

Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Pages123-126
Number of pages4
DOIs
StatePublished - 2016

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

Keywords

  • Behavioral Intention
  • Customer Expectation
  • Customer Retention
  • Service Firm
  • Switching Cost

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