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  • Author or Editor: Thomas J. Page x
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Customers take some risk when they buy plants, and the emotions they experience from that purchase are important indications of whether they will return to buy again. Previous research by Dennis et al. showed that regret, a negative emotion, caused consumer switching behavior by their intentions to either buy an alternative product, purchase products from an alternative retailer, or switch out of gardening entirely. What happens when things go right? Customer satisfaction has been the metric businesses use to quantify success in customer retention. If customers who regret the purchase switch, do happy customers return to buy again? This research investigated the role of customer satisfaction, delight (a positive emotion), and prior plant knowledge on repurchase intentions. An Internet survey with 659 flowering plant purchasers throughout the U.S. was conducted in Sept. 2004 to examine the initial purchase and the actual performance of the plant following purchase.

Data were analyzed using structural equation modeling with LISREL software. Results showed that customer satisfaction level and delight were not affected by prior plant knowledge. Satisfaction level did not affect repurchase intentions, but customer delight did. Results were consistent with existing literature, indicating that greater emphasis should be placed on delighting consumers, rather than merely satisfying them.

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Michigan State Univ. researchers surveyed 777 gardening consumers in an Internet survey on 24 Sept. 2003 to determine consumer perceptions of satisfaction, dissatisfaction, and regret of three horticultural products: hanging baskets, potted roses, and 1 gallon perennials. Consumer satisfaction has been studied in a horticultural context before, however, to our knowledge this is the first time emotion research, specifically regret, has been applied in a horticultural setting. Regret is an emotion experienced from a negative valenced reaction to an event such as a dead or dying plant. Consumer satisfaction/dissatisfaction is a state of being derived from the expectation and performance of a particular product. Based on work from a doctoral dissertation, the objective was to investigate the behavioral consequences associated when gardening consumers experienced dissatisfaction or regret toward these three products. Questions were asked to pinpoint levels of dissatisfaction and regret and whether they switched from the product based on feelings of dissatisfaction and regret. About 27% (202) of respondents expressed some level of dissatisfaction or regret about the products specified in the survey. Results show regret drives switching behavior and those that experienced regret with their products were more likely to switch. Approximately 10% of gardening consumers switched to another activity outside of gardening because of failure of the plant purchased to perform where as 13.5% switched to another type of plant to remedy the situation. Regret has been shown to strongly influence repurchase behavior based on being an emotion. Results also indicate although dissatisfaction is unfortunate, it does not have the same effect on switching behavior.

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A consumer research study was conducted examining effects of plant guarantees on satisfaction and regret in the purchase of three horticultural products: hanging baskets, potted roses, and container perennials. Five hundred and seventeen respondents were divided into two groups: those who were offered a guarantee and those who were not offered a guarantee. The effects of satisfaction and regret on repurchase intentions were recorded on multi-item seven-point Likert scales. A structural equation model was used to examine simultaneous relationships between regret, satisfaction, and intention to repurchase. Survey results indicated guarantees would increase satisfaction and decrease regret for hanging baskets, but not for container perennials and potted roses. Five of six models showed regret and/or satisfaction directly impacted intention to repurchase. Both satisfaction and regret had a direct influence on repurchase intentions for the hanging baskets model regardless of the presence or absence of guarantees. When guarantees were absent, satisfaction and regret had direct effects on intention to repurchase for the perennial model. Regret was the only construct to directly impact intention to repurchase in the potted rose model. Guarantees appear to lower the risks of buying some products and may improve the perception of quality of the offering.

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