About this document
Role of Service Quality and Trust in TPB-libre by Rahma Aulia is a document available to read on EtoBox.
This article proposes an extension of the Theory of Planned Behavior (TPB) by incorporating service quality and trust to better predict loyalty intentions in consumer cooperatives. While TPB is a well-established model for predicting behavior, it has faced criticism for its limited components, prompting the need for additional external factors. The study aims to demonstrate how these additional constructs can enhance the predictive power of TPB in the context of Malaysian consumer cooperatives.
- Author
- Rahma Aulia
- Language
- EN