Self‐regulatory focus: the impact on long‐term consumer compliance behavior

Purpose – The purpose of this study is to shed greater light on the factors that influence consumer compliance behavior, e.g. SRF, in compliance dependent services (CDS). CDS, e.g. weight loss, retirement savings, education, credit repair, are long term in nature, often requiring lifestyle changes. In addition, and importantly, the customer's role in CDS extends beyond the face‐to‐face interaction and requires the consumer to comply with prescribed behaviors when away from the service provider. Design/methodology/approach – The subjects were 243 female clients (aged 20 to 45) at a weight loss/fitness center located in south India. Subjects were selected from among the new clients who signed up for an eight‐week long weight loss and fitness program which seeks to help clients lose modest amounts of excess weight (averaging approximately ten pounds). On signing up, respondents completed a survey that included several scales of regulatory focus, and a question eliciting reasons for wanting to lose weight. Findings – This study exams the role of self‐regulatory focus (SRF) in long‐term customer compliance behavior in weight loss. A specific measure of SRF led to better outcomes than the generalized measures of SRF. Originality/value – Though this research project examines consumer behavior in the context of weight loss activities, it has far‐ranging implications for various services requiring consumers to engage in prescribed behaviors over the long run. For example, the success of debt counseling services and retirement savings programs require clients to engage in certain behaviors over the long run. Marketers of CDS programs will be able to use the findings of this research project to find new ways to increase long‐term customer compliance behavior.