Paper info

How does post defection regret impact B2B customers advocacy to switch back?

Richa Chugh, Annie H. Liu and Mark P. Leach

The paper was published at the 35th IMP-conference in Paris, France in 2019.

This study examines the effect of purchasing agents’ “regret” emotions after defection, on their perceptions of sales firms’ justice strategies and their advocacy to switch back. Data was collected from an online survey 185 B2B purchasing agents. Applying an ‘affect as infusion’ approach, our findings highlight the influence of regret emotions on evaluation of justice strategies and advocacy to switch back. Specifically, ‘post defection regret’ has a positive influence on justice perceptions and advocacy to switch back.