Experiential regret in service failure: The role of service justices. Issue 1 (2nd January 2016) - Hwang, Hee-Joong
ABSTRACT: Regret is so common as to be the second most frequently named emotion in a study of the use of emotions in everyday language (Shimanoff, 1984 ). Regret is a negative, cognitively based emotion that we experience when realizing or imagining that our present situation would have been better had we acted differently (Zeelenberg, 1999 ). Meanwhile, complaint handling takes an important role in raising the retention rate of the customers who experience service problems (Hart, Heskett, & Sasser, 1990 ). Customers anticipate that enterprises will remedy their service failure. The complaining process enhances the relationship between dissatisfied customers and enterprises (Chebat & Slusarczyk, 2005 ). One of the strategies to retain customers is to recover justice from failures (Blodgett, Hill, & Tax, 1997 ). This study intended to explore the impact of customers' experiential regret in service failure on customers' behavioral intention and investigate whether the service justice perceived by customers moderates the relationship between these two.