A CUSTOMER DECISION MODEL WITH COMBINING THE VARIABLES OF REGRET AND SATISFACTION
Asian Journal of Current Research,
Page 7-12
DOI:
10.56557/ajocr/2022/v7i48025
Abstract
This paper combine the satisfaction from expectation disconfirmation(ED) model and customer regret under un-choice to find their conversion track on customer purchase decision. The conjoint probability model with satisfaction-regret are proposed to demonstrate the phoneme that customer will feel regret even when they feel satisfied. The empirical data from experiment design are used to estimate parameters and model calibration. A two steps process measurement is conducted to calculate the probability model we proposed. The results show good fitness for calibration and it can provide the managers for marketing application.
Keywords:
- Expectation disconfirmation model
- satisfaction
- regret
- customer decision
How to Cite
HUANG, H.-H. (2022). A CUSTOMER DECISION MODEL WITH COMBINING THE VARIABLES OF REGRET AND SATISFACTION. Asian Journal of Current Research, 7(4), 7-12. https://doi.org/10.56557/ajocr/2022/v7i48025
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Davvetas V, Diamantopoulos A. Regretting your brand-self?” The moderating role of consumer-brand identification on consumer responses to purchase regret. Journal of Business Research, In Press; 2017.
Gabler BC, Landers VM, Reynolds KE. Purchase decision regret: Negative consequences of the Steadily Increasing Discount strategy. Journal of Business Research. 2017;79(1):215-223.
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Guan J, Ma E, Bi J. Impulsive shopping overseas: Do sunk cost, information confusion, and anticipated regret have a say? Journal of Hospitality & Tourism Research. 2021;52(2):1-25.
Jo H, Chung Hlee NS, Koo C. Perceived affordances and regret in online travel agencies. Journal of Travel Research. 2022;61(5):1-16.
Lubis AN, Lumbanraja P, Hasibuan BK. Evaluation on e-marketing exposure practice to minimize the customers' online shopping purchase regret. Cogent Business & Management. 2022;9(1):225-285.
Du Y, Liu D, Duan H. A textual data-driven method to identify and prioritise user preferences based on regret/rejoicing perception for smart and connected products. International Journal of Production Research. 2022b;60(13):132-152.
Inman JJ, James SD, Jianmin J. A generalized utility model of disappointment and regret effects on post-choice valuation. Marketing Science. 1997;16 (2):97-111.
Huang HH, Liu CH. The expectation disconfirmation theory and anchoring effect on dynamic effect of e-WOM. Taiwan Journal of Marketing Science. 2014;10(1):17-40.
Huang HH. A model of predicting future purchasing behavior: use expectation disconfirmation theory and satisfaction. Sylwan. 2017;161(6):453-464.
Cooke ADJ, Meyvis T, Schwartz A. Avoiding future regret in purchase-timing decisions. Journal of Consusmer Research. 2001;27:447-459.
Huang HH. The Effects of Mood, Variety Seeking and Regret in Consumers ‘Decision Making. International Journal of Business and Industrial Marketing. 2017;2(4):28-33.
Keaveney MS, Huber F, Herrmann A. A model of buyer regret: Selected prepurchase and postpurchase antecedents with consequences for the brand and the channel. Journal of Business Research. 2007;60(12):1207– 1215.
Zeelenberg M, Pieters R. Comparing service delivery to what might have been. Journal of Service Research. 1999;2:86–97.
Zeelenberg M, Pieters R. Beyond valence in customer dissatisfaction: a review and new findings on behavioral responses to regret and disappointment in failed services. Journal of Business Research. 2004;57:445–55.
Sarwar MA, Awang Z, Habib MD, Nasir J, Hussain M. Why did I buy this? Purchase regret and repeat purchase intentions: A model and empirical application. Journal of Public Affairs. 2022;22(1):1-11.
Khan H, Ahmad Daryanto A, Liu G. How anticipated regret influences the effect of economic animosity on consumers’ reactions towards a foreign product. International Business Review. 2019;28(2):405-414.
Zou T, Zhou B, Jiang B. Product-line design in the presence of consumers’ anticipated regret. Management Science. 2020;66(12): 5665-5682.
Dodds WB, Monroe KB, Grewal D. The effects of price, brand, and store information on buyers' product evaluation. Journal of Marketing Research. 1991;28(3):307-319.
Oliver RL. Whence consumer loyalty? Journal of Marketing. 1999;63 (special Issue):33-44.
Molinillo S, Aguilar-Illescas R, Anaya-Sánchez R, Carvajal-Trujillo E. The customer retail app experience: Implications for customer loyalty. Journal of Retailing and Consumer Services. 2022;66:1-10.
Tsiros M, Mittal V. Regret: A model of its antecedents and consequences in consumer decision making. Journal of Consumer Research. 2000;26(4):401-417.
Utz M, ohanning S, Tamara Roth J, Bruckner T, Strüker J. From ambivalence to trust: Using blockchain in customer loyalty programs. International Journal of Information Management. 2023;68:23-48.
Liao C, Lin HN, Luo MM, Chea S. Factors influencing online shoppers’ repurchase intentions: The roles of satisfaction and regret. Information & Management. 2016;24:214-230.
Nasiry J, Popescu I. Advance Selling When Consumers Regret. Management Science. 2012;58(6):1160 – 1177.
Pacheco NA, Braz Becker LC, Brei VA. A light in the dark: The benefits of co-production in service failures. Journal of Retailing and Consumer Services. 2017;34:95-101.
Lee S, Kim MJ, Kim DY. The effect of Airbnb users' regret on dissatisfaction and negative behavioral intention. Journal of Environmental Research and Public Health. 2023a;20(1):2-21.
Inman JJ, Zeelenberg M. Regret in repeat purchase versus switching decisions: The attenuating role of decision justifiability. Journal of Consumer Research. 2002; 29(1,npps):116-128.
Zeelenberg M, Pieters R. (Looking backwards with an eye on the future: Propositions towards a theory of regret regulation. In L. J. Sanna & E. C. Chang (Eds.), Judgments over time: The interplay of thoughts, feelings, and behaviors. New York: Oxford University Press; 2006.
Zhang CB. An Empirical study of the effect of online customers’ switching costs on post-purchase behavioral intentions: Mediating role of customer regret. Contemporary Finance & Economics. 2013; 215-220.
Chuang YF, Tai YF. Research on customer switching behavior in the service industry. Management Research Review. 2016;39 (8):925-939.
Davvetas V, Diamantopoulos A. Regretting your brand-self?” The moderating role of consumer-brand identification on consumer responses to purchase regret. Journal of Business Research, In Press; 2017.
Gabler BC, Landers VM, Reynolds KE. Purchase decision regret: Negative consequences of the Steadily Increasing Discount strategy. Journal of Business Research. 2017;79(1):215-223.
Lee M, Kim JH, Shin HH. Spatial analytics with hospitality big data: Examining the impact of locational determinants on customer satisfaction in the US hotel market. Proceedings of the 56th Hawaii International Conference on System Sciences. 2023b;4998-5007.
Du Y, Liu D, Morente-Molinera JA, Herrera-Viedma E. A data-driven method for user satisfaction evaluation of smart and connected products. Expert Systems with Applications. 2022a;210(30):65-82.
Guan J, Ma E, Bi J. Impulsive shopping overseas: Do sunk cost, information confusion, and anticipated regret have a say? Journal of Hospitality & Tourism Research. 2021;52(2):1-25.
Jo H, Chung Hlee NS, Koo C. Perceived affordances and regret in online travel agencies. Journal of Travel Research. 2022;61(5):1-16.
Lubis AN, Lumbanraja P, Hasibuan BK. Evaluation on e-marketing exposure practice to minimize the customers' online shopping purchase regret. Cogent Business & Management. 2022;9(1):225-285.
Du Y, Liu D, Duan H. A textual data-driven method to identify and prioritise user preferences based on regret/rejoicing perception for smart and connected products. International Journal of Production Research. 2022b;60(13):132-152.
Inman JJ, James SD, Jianmin J. A generalized utility model of disappointment and regret effects on post-choice valuation. Marketing Science. 1997;16 (2):97-111.
Huang HH, Liu CH. The expectation disconfirmation theory and anchoring effect on dynamic effect of e-WOM. Taiwan Journal of Marketing Science. 2014;10(1):17-40.
Huang HH. A model of predicting future purchasing behavior: use expectation disconfirmation theory and satisfaction. Sylwan. 2017;161(6):453-464.
Cooke ADJ, Meyvis T, Schwartz A. Avoiding future regret in purchase-timing decisions. Journal of Consusmer Research. 2001;27:447-459.
Huang HH. The Effects of Mood, Variety Seeking and Regret in Consumers ‘Decision Making. International Journal of Business and Industrial Marketing. 2017;2(4):28-33.
Keaveney MS, Huber F, Herrmann A. A model of buyer regret: Selected prepurchase and postpurchase antecedents with consequences for the brand and the channel. Journal of Business Research. 2007;60(12):1207– 1215.
Zeelenberg M, Pieters R. Comparing service delivery to what might have been. Journal of Service Research. 1999;2:86–97.
Zeelenberg M, Pieters R. Beyond valence in customer dissatisfaction: a review and new findings on behavioral responses to regret and disappointment in failed services. Journal of Business Research. 2004;57:445–55.
Sarwar MA, Awang Z, Habib MD, Nasir J, Hussain M. Why did I buy this? Purchase regret and repeat purchase intentions: A model and empirical application. Journal of Public Affairs. 2022;22(1):1-11.
Khan H, Ahmad Daryanto A, Liu G. How anticipated regret influences the effect of economic animosity on consumers’ reactions towards a foreign product. International Business Review. 2019;28(2):405-414.
Zou T, Zhou B, Jiang B. Product-line design in the presence of consumers’ anticipated regret. Management Science. 2020;66(12): 5665-5682.
Dodds WB, Monroe KB, Grewal D. The effects of price, brand, and store information on buyers' product evaluation. Journal of Marketing Research. 1991;28(3):307-319.
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