I prefer losing actually - I always find myself a bit dissapointed after achieving victory.
From every loss I learned something (either that my tactics need work, that I need to improve my understanding of this or that structure, that I need to add a line to my repertoire), from victories not so much.
Also I find that going for a beer with opponent when they win is usually much better experience than when they lose - people tend to be more open and talkative after win than after loss.
Wins feel unearned (the opponent just played so bad) or accidental (he played good but made this one mistake, it could have gone either way).
In case of the loses you feel way more in control somehow (ooh, I definitely shouldn't have done that) or are just funny (I can't do anything, they are wiping the floor with me, it's comical) where you set up your own small goals to achieve because you have no hopes of actually competing (yes! I got him this one time so it's 12-1 not 12-0).
From every loss I learned something (either that my tactics need work, that I need to improve my understanding of this or that structure, that I need to add a line to my repertoire), from victories not so much.
Also I find that going for a beer with opponent when they win is usually much better experience than when they lose - people tend to be more open and talkative after win than after loss.