The Research On The Relationship Among Customer Value Loss, Regret And Consumer Purchase Behavior Under The Service Failure Scenarios

With the enhancement of consumer purchasing power, the factors that consumers consider when making consumption decisions are becoming more complex than ever. Meanwhile, due to the increasingly fierce competition among enterprises, enterprises tend to attract customers over the unattainable commitment, which leads customers to wants more from the company. When the companies fail to achieve the previous commitments, consumers will regret for their consumption decisions. As a strong negative emotion, Regret causes the change of customer’s behavior. So there is great research value to study the interaction about "Customer Value Loss" "Consumers Regret" and "Purchased Behavior".The study of daily contact with the food industry as the research object, based on the existing research results on combing constructed under the service failure scenarios, customer value loss, regret and influence consumer purchase behavior between the customer role the research model. At the same time, learn from their predecessors maturity scale, building measurement scale of this study, and in accordance with the pre-survey sample of feedback information on the measurement questions of correction. On the basis of the pre-research, this study questionnaire platform and the relationship with the network of family and friends to collect first-hand an official survey data, a total of 503 data recovery, after a rigorous screening criteria, after removing the waste volume,446 valid questionnaires were collected, the effective rate of 88.67%. After Amos21.0 and Spss18.0 statistical analysis software for data processing, draw the following conclusions:In the context of service failure, the consumers to experience the loss of two values, namely the loss of symbolic value and utilitarian value loss, and both have a positive impact on consumer value loss Regret; Regret consumer customer negative word of mouth publicity and brand switching behavior has a significant positive effect; the symbolic value of the loss was not significant impact on brand switching behavior; consumer Regret mediates between customer value and purchase behavior.The following discussion of the above findings, put forward the corresponding management recommendations and for the lack of this study points out the future research directions.