Authors: Annie H. Liu; Mark P. Leach; Richa Chugh
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.
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Publish Year: 2019
Conference: Paris, France (2019)