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Comparing Service Delivery to What Might Have Been

The effects of the specific emotions disappointment and regret on customers’ behavioral responses to failed service encounters were examined. Study 1, using a vignette methodology, showed that regret was more associated with switching behavior than was disappointment and that disappointment was more associated with word of mouth and complaining than was regret. These results were largely replicated in Study 2, in which each customer was asked to report an autobiographical episode in which he or she experienced dissatisfaction with a service. Characteristics of this experience, as well as regret, disappointment, satisfaction, and behavioral responses, were assessed. As hypothesized, regret had a direct effect on customers’ switching, over and above the effect of dissatisfaction. Moreover, disappointment had a direct effect on word of mouth, over and above the effect of dissatisfaction. Finally, neither regret nor disappointment had a direct effect on the actual complaining in Study 2.