From regrets to returns: how interaction quality and store image shape store revisit intentions

Purpose Given the lack of understanding surrounding search regret, this study aims to draw on the regret regulatory theory to investigate the outcomes of search regret and effective strategies to reduce its adverse effects. Design/methodology/approach Using time-lagged data from 331 salespeople-customers dyads, this study investigates the connection between search regret, store image, interaction quality, and store revisit intentions. Findings Customers develop negative perceptions of the store, subsequently reducing their intentions to revisit. Salespeople’s interaction quality can reduce the negative impact of search regret on store image and revisit intentions. Furthermore, store image serves as a mediator between search regret and revisit intentions. Originality/value This study marks the first attempt to investigate the store image and revisit intentions as outcomes of search regret and examines the moderating role of salespeople’s interaction quality in reducing the negative consequences of search regret.