近年來，顧客關係管理不論是在學術上還是實務上已受到相當程度的重視，而顧客保留為顧客關係管理中最重要的主題與焦點之一。透過組織與顧客間長遠的關係，顧客保留可使得組織有較高的利潤以及快速的成長。然而隨著市場的飽和與競爭的白熱化，顧客流失與顧客轉換行為變得日益嚴重。因此，如何有效、確實的達到顧客保留已成為企業永續經營的關鍵。
轉換障礙為舉凡所有能增加顧客轉換行為困難度或代價的所有因素。過去的文獻中，不難發現轉換障礙對顧客保留有其重要的影響。然而，轉換障礙對於顧客保留的影響，其效果如何端視顧客是否能知覺到其轉換行為後所可能帶來的後悔程度，進而產生預期後悔。因此，本研究以顧客保留為主題，探討預期後悔在轉換障礙與顧客保留間的關係。研究結果建議行銷管理者在顧客保留的策略上，除了對顧客的轉換行為建立轉換障礙外，行銷管理者亦可透過行銷手法與預期後悔結合，透過顧客預期後悔的塑造來減少顧客轉換的誘因，進而達到顧客保留的效果。

For both academics and practitioners, the dominant focus of customer relationship management has been customer retention. The benefits of retaining customers to the organization are higher margins and faster growth, derived from the notion that the longer a customer stays with an organization, generally the higher the profit. However, as competition has intensified and markets become saturated, the concern regarding lost customer has grown. As a result, customer retention has indeed become a important factor for firm success.
Switching barriers represent any factor, which makes it more difficult or costly for consumers to change providers. Extant literature indicated that switching barriers has significant influence on customer retention. However, the effect of switching barriers to customer retention depends on whether customers can be aware of the anticipated regret derived from the barriers. Our finding indicates that marketing managers ought to establish switching barriers and anticipated regret for customer retention strategies.

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