The Impact of Attachment and Regret on Customer Loyalty Model

2017 Fiscal Year Final Research Report

• Project/Area Number: 26350418
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Research Field: Social systems engineering/Safety system
• Research Institution: Tokyo Institute of Technology
• Principal Investigator: Suzuki Sadami 東京工業大学, 工学院, 准教授 (50323811)
• Project Period (FY): 2014-04-01 – 2018-03-31
• Keywords: 顧客満足度 / 顧客ロイヤルティ / 愛着 / 後悔 / 顧客ニーズ / 顧客価値 / 口コミ

Outline of Final Research Achievements

In recent years, the importance of keeping current customer is increasing with markets getting saturated. Therefore, most of companies make efforts to increase customer satisfaction in order to cultivate customer’s loyalty and gain significant competitive advantage in the market. And many studies indicates that improving perceived quality leads to increase customer satisfaction. However, there are many companies which have difficulty competing in the market in spite of offering high-quality and high-functional products. It is called “Galapagos Syndrome” and caused by offering excessive quality of product more than customer needs. Therefore, this study focused on mismatching between the products satisfying customer needs and the actual products offered by company, and also focused on regret which is one of the emotions evoked in the negative purchase-related situation and investigated the effects of them on customer loyalty model.

Free Research Field

顧客満足度，サプライチェーンマネジメント