This study is not without limitations. Since the research approach employed in this study is a laboratory experiment, which, while it yields high internal validity (proof ot the cause and effect relationship), is not in a natural setting. Therefore the decision-making process may vary from real life situations. This limits the external validity (generalizability) of this study. In order to enhance the external validity by conducting the experiment in a natural setting, the assumption of time lag between measures needs to be considered. For example, the time between enhancing customer satisfaction untill it reflects the improvement of customer retention should be estimated. Then, the effect of using a strategy map can be tested empirically in a real-life setting.