Comparing Theory Of Planned Behaviour And Servqual Model
LITERATURE REVIEW
2.1 Introduction of Literature Review
Underpinning Theory
Two theories have been used as the reference, Theory of Planned Behaviour and Servqual Theory. The theory of planned behaviour is extension from the reasoned action theory which added perceived behaviour control (Ajzen & Fishbein, 1980; Fishbein & Ajzen, 1975).
The study of the behavioural intention at KLIA is placed one of the variables in theory planned behaviour perceived behaviour control is crucial element to be extended. This is due to perceived behaviour control encompasses of beliefs, attitudes, intentions, and behaviour. The other reason is in the TPB stated that there have direct link between PBC and BI and will produce Behavioural Performance.(Ajzen, 1991)
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Self-Efficacy is internal motivation and beliefs that imply the PBC and directly will impact the BI. (Zolait, 2011)
The service quality is vital to complement the customer experience to purchase the product in the airport environment. The service quality or Servqual have five components encompasses of tangibles, reliability, responsiveness, assurance and empathy. (Prasuraman 1994}
Airport service quality literature and research is different compared to SERQUAL because it’s more precise and attribute to the model of the airports. (Fodness & Murray, 2007). Reflect to this, researcher develop the model based on SERVQUAL to focus on the retail business despite many features existing in the airport business model.
Conceptual Theory
Apart from that, the environment create tendency for the customer to purchase the product. Therefore, environment or known as servicescape of the airports is crucial to assist in the purchasing process. The servicescape of the airport affected the passenger perception (Bitner, 1992). Servicescape has been extended by (Jeon and Kim, 2012) who stated that servicescape related to the emotional and behavioural intention. The argument on the criticality of servicescape has been strengthen despite of the former research clarified that this factor has minimum effect on behavioural intention and major importance of human factor.(Bogicevic,
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switching, word of mouth etc.(Jen et al., 2011). It is added by atmospheric impact (Rajic & Dado, 2013) and technology (Abdullah, 2012). The service quality element known as ‘empathy’ more impact to meet satisfaction level compared to other 4 elements. (Anand, 2016).
The Behavioural Intentions is more focus to the post purchase impact. The behavioural intention is vital and should be managed effectively that can be used to retain the existing customer. Behavioural intention can provide many strategic advantages, such as positive word of mouth communication, increased in revenue and etc. (Transportu, Transportu, Cie, & Indonezji, 2015)
Behavioural intention has been studied in many industries such as airline industry (Singh, 2015), hotel industry (Ladhari, 2009), ethnic restaurant (Ha & Jang, 2012), chain store restaurant (Chou, Wu, & Huang, 2014) and also in sports environment (Biscaia et al., 2013) and healthcare services(Anand, 2016). The combination of the past research will be a good sign for the airport research specifically for KLIA. This research will be based on retail business to focus on customer behavioural intention despite of limited empirical research for the airport
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