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Regret und Kundenloyalitt
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Emotionen wie das Bedauern (Regret) eines Konsumenten ber einen Fehlkauf beeinflussen sptere Kaufentscheidungen und die Kundenbindung erheblich. Das Wissen um diese Zusammenhnge ist fr Unternehmen von entscheidender Bedeutung, um positiv auf die Zufriedenheit und die Loyalitt ihrer Kunden einzuwirken. Vor dem Hintergrund konomischer und verhaltenswissenschaftlicher Theorien identifiziert Simone Wunderle Persnlichkeitsmerkmale, die das Regret-Erleben der Konsumenten bestimmen, und zeigt die Auswirkungen des Regret vor allem auf die Kundenloyalitt auf. Anhand einer empirischen Untersuchung wird deutlich, dass das Regret-Erleben einen signifikanten negativen Einfluss auf die Kundenloyalitt besitzt, dabei aber von der Persnlichkeit des Konsumenten abhngt.
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