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

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.