Experiential regret in service failure: The role of service justices

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 Shimanoff, S. B. (1984). Commonly named emotions in everyday conversations. Perceptual and Motor Skills, 58, 514. doi:10.2466/pms.1984.58.2.514Crossref], Web of Science ®] , Google Scholar]). 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 Zeelenberg, M. (1999). The use of crying over spilled milk: A note on the rationality and functionality of regret. Philosophical Psychology, 12, 325–340. doi:10.1080/095150899105800Taylor & Francis Online], Web of Science ®] , Google Scholar]). Meanwhile, complaint handling takes an important role in raising the retention rate of the customers who experience service problems (Hart, Heskett, & Sasser, 1990 Hart, C. W. L., Heskett, J. L., & Sasser, W. E., Jr. (1990). The profitable art of service recovery. Harvard Business Review, 68(4), 148–156.PubMed], Web of Science ®] , Google Scholar]). Customers anticipate that enterprises will remedy their service failure. The complaining process enhances the relationship between dissatisfied customers and enterprises (Chebat & Slusarczyk, 2005 Chebat, J. C., & Slusarczyk, W. (2005). How emotions mediate the effects of perceived justice on loyalty in service recovery situations: An empirical study. Journal of Business Research, 58, 664–673. doi:10.1016/j.jbusres.2003.09.005Crossref], Web of Science ®] , Google Scholar]). One of the strategies to retain customers is to recover justice from failures (Blodgett, Hill, & Tax, 1997 Blodgett, J. G., Hill, D. J., & Tax, S. S. (1997). The effects of distributive, procedural, and interactional justice on postcomplaint behavior. Journal of Retailing, 73(2), 185–210. doi:10.1016/s0022-4359(97)90003-8Crossref], Web of Science ®] , Google Scholar]). 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.