Using the Theory of Planned Behavior to Explain Customers Switch Behavior: A Case of Travel Agencies

• Main Authors: Wen-yi Lai, 賴文儀
• Other Authors: Hung-jen Su
• Format: Others
• Language: en_US
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/87384901026868150918

博士 === 國立中正大學 === 企業管理所 === 96 === In this study, perceived behavior control is made up of perceived switching costs and customer knowledge. Service quality is antecedent of the attitude toward the switching. Subjective norm is made up of word of mouth and word of web. The empirical study found perceived switching cost is negatively to the switching intention; customer knowledge is positively to the switching intention; service quality is negatively to the attitude toward switching; subjective norm is negatively to the switching intention; switching intention is positively to the switching behaviors.