Joint Investigating the Roles of Anticipated Regret, Experienced Regret and Satisfaction on Service Retention

This paper investigates the interplay among anticipated regret, experienced regret and satisfaction in a service retention context. Results from an online service patronization decision making experiment show that the higher consumers´ anticipated regret before a service visit, the lower their visit intention for the same alternative when they experience regret after the decision. Furthermore, a forward looking perspective in regret context has been advocated, in specific, the impact of experienced regret on next visit intention is partially through adjusting anticipated regret and partially mediated through satisfaction.