Digital Post-Purchase Blues to Strategic Insights: A Bibliometrics-Based Systematic Review of Customer Purchase Regret

• Published in: British Journal of Marketing Studies 2024-05, Vol.12 (5), p.47-61
• Main Author: Zaheer, Asma
• Format: Article
• Language: English
• ISSN: 2053-4043; 2053-4051
• DOI: 10.37745/bjms.2013/vol12n54761

Deciphering the trends and evolutionary paths of the research on customers’ post-purchase regret in-side the business milieu is crucial for marketing research and application. The current study in-tends to present a succinct bibliometric review based on synthesising the research on customers’ regret. We followed a systematic, sequential and objective process to retrieve a literature corpus comprising 204 peer-reviewed articles from the Scopus database. The literature corpus was cleaned first and then ana-lysed using statistics-based techniques such as descriptive analysis, co-citation network analysis and keyword co-occurrence analysis. The analyses revealed (1) performance, revealing the most produc-tive constituents and trends of the domain and (2) science of the domain, resulting in five thematic clus-ters representing the domain’s intellectual structure: purchase decision and sales, decision-making and regret, post-purchase regret, and anticipated regret. This study provides crucial insights and pre-sents an agenda for research for future marketing scholars by comparing the recent advancements in the literature on consumerism with those in the wider marketing management literature.