The Moderating Effect of Regret Recovery Strategies on Buyer’s Remorse and Repurchase Intention: A Pls-Mga Approach

Abstract

The current study examines empirical work to understand the effect of regret recovery strategies on buyer’s remorse and repurchase intentions. Our study contains five groups such as i) money-back guarantee (MBG), ii) replace policy iii) apology iv) combined all i.e. MBG + replace policy + apology v) control group of online buyers Z were subjected to various buyer remorse interventions to determine which group intervention is most effective in decreasing the effect of buyer's remorse on repurchase intention. The population of this study was online buyers from Generation Z, thus a purposive sampling technique was used to collect data and the sample size was 551. Multi-group analysis was performed to conduct a pairwise comparison to evaluate the categorical moderation i.e. recovery of buyer's remorse. The group that received the replace policy interventions was the most effective in reducing buyer’s remorse and raising repurchase intention reflected in the smart PLS-4 results. Further, the comparison revealed a small difference between the remaining and the control group (which received no treatment). This study is unique and ensures that no such research has ever been done before. Upon doing a thorough examination of the literature, no comparable study was discovered. This study is therefore, naturally, novel and unique. This study has theoretical and managerial implications, as well as the methods and findings of our five key studies.