Published: 2022-12-31

DOI: 10.56557/ajocr/2022/v7i48025

Page: 7-12


Department of Advertising & Public Relations, Fu Jen Catholic University, Taiwan.

*Author to whom correspondence should be addressed.


This paper combine the satisfaction from expectation disconfirmation(ED) model and customer regret under un-choice to find their conversion track on customer purchase decision. The conjoint probability model with satisfaction-regret are proposed to demonstrate the phoneme that customer will feel regret even when they feel satisfied. The empirical data from experiment design are used to estimate parameters and model calibration. A two steps process measurement is conducted to calculate the probability model we proposed. The results show good fitness for calibration and it can provide the managers for marketing application.

Keywords: Expectation disconfirmation model, satisfaction, regret, customer decision

How to Cite

HUANG, H.-H. (2022). A CUSTOMER DECISION MODEL WITH COMBINING THE VARIABLES OF REGRET AND SATISFACTION. Asian Journal of Current Research, 7(4), 7–12. https://doi.org/10.56557/ajocr/2022/v7i48025


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