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UPSI Digital Repository (UDRep)
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| Abstract : Universiti Pendidikan Sultan Idris |
| The objective of this research is to investigate the relationship between the determining factors and loyalty intention among cooperative members’ towards Consumer Co-operatives in Malaysia. Drawing on the deterministic approach that visualizes human to behave, act rationally and in a predictable manner under the influence of the predetermined factors, intention and behavior therefore can be forecasted and managed when the underlying determining factors are identified and explained. This research addresses five (5) variables as the determining factors in the attempt to predict loyalty intention among co-operative members’ towards Consumer Co-operatives. Three (3) of the variables were derived from the Theory of Planned Behavior, a renowned theory, highlighted on the reason people act in accordance upon knowing the reasons. These variables are Attitude, Group Norm and Switching Cost. Two (2) additional variables, namely Trust and Service Quality were also incorporated due to the abundance of repetitive occurrence as predictors in the loyalty intention literatures. Questionnaires were distributed using simple random technique to the co-operative members’ in the Consumer Co-operatives listed in the Top 100 Co-operatives Index for the year 2014. 407 completed questionnaires were returned for the purpose of analyzing using SPSS. The findings of this research have demonstrated that all five (5) variables were significantly correlated and predicted loyalty intention among co-operative members’ towards Consumer Co-operatives where Attitude became the strongest predictor. It can be concluded that all these determining factors contributed successfully in predicting loyalty intention among co-operative members’ towards their Consumer Co-operatives. The implication of this research are discussed especially in encouraging various stakeholders in stimulating vital strategies of increasing and strengthening loyalty intention among co-operative members’ towards Consumer Co-operatives in Malaysia. |
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