Post-Purchase Consumer Regret Effecton Customer Satisfaction

Abstract

This research paper examines the influence of post-purchase consumer regret on consumer satisfaction in Ajayi Crowther University, Oyo. The objectives ofthe study were to determine whether regrets (which are multidimensional) are experienced in consumer context.The paper proposes multiple dimensions of post-purchase consumer regret (PPCR) studies and validates a scale for measuring this construct. The study employed survey research using questionnaire to collect data from students of AjayiCrowther University

Four hundred and two subjects responded to the questionnaire. Six hypotheses were tested using multiple regression analysis and analysis of variance with the aid of Statistical Package for Social Sciences(SPSS). The study found that the regret due to forgone alternative, change in significance, under consideration and over-consideration can have significant impact on customer satisfaction. Based on this funding, it was recommended that companies should be more concerned with consumer satisfaction as this will help develop a letter business competitive environment.

Keywords: Post-purchase; satisfaction;Consumer regret; forgone alternative Under consideration; over consideration, Change in significance