Investigating post-purchase regret based on  the situational factors of purchase in urban  shopping centers
Authors :-  Seyedali Vahedi Moakhar ,  Najla Shafigh,  Romina Zerafat, Fatemeh Kalantari 
Keywords :- Regret, Situational Moderators, Consumers, Post-purchase behavior, Urban Complex Shopping Building 
Published Online :- 17 march 2018

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    Customer Satisfaction is the main factor in today’s competitive world. It is very difficult to satisfy them in the
    current dynamic market. So, the firms must work hard to give the best services and goods to customers to satisfy them. Although urban complex shopping buildings as a modern type of Bazaar represent significant institutions in modem Iranian culture, consumers’ satisfaction within urban complex shopping buildings has not been under-investigated. In this research, we try to investigate situational moderators’ effect. This research is an applied and descriptive one. Population includes all customers of shahrvand shopping center in Iran during the spring 2016 and 384 of them has been selected through Cochran formula. To analyze the data a confirmatory factor analysis as well as ISREL, SPSS soft wares and simple regression analysis have been used. The results indicated that among the situational moderators; Valence, Perceived responsibility, Decision justifiability, Reversibility, Time selection of decision making, Involvement, Number of alternatives and Nature of purchase have an effect on post-purchase behavior.
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