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.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2016 The Academy of Marketing Science
About this paper
Cite this paper
Lin, JS.C., Chou, EY., Lin, CY. (2016). What If I Make the Wrong Decision? The Role of Anticipated Regret in Switching Barrier Based Customer Retention. In: Groza, M., Ragland, C. (eds) Marketing Challenges in a Turbulent Business Environment. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-19428-8_33
Download citation
DOI: https://doi.org/10.1007/978-3-319-19428-8_33
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-19427-1
Online ISBN: 978-3-319-19428-8
eBook Packages: Business and ManagementBusiness and Management (R0)