Predicting Customer Orientation Using the Theory of Planned Behavior: A Case of the Iranian Gas Industry

IF 0.2 Q4 ENGINEERING, MULTIDISCIPLINARY Nexo Revista Cientifica Pub Date : 2023-09-30 DOI:10.5377/nexo.v36i04.16785
Zhila Mahrooz Hasanbarog, Eshaq Rasouli, Behnam Azadi
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Abstract

The purpose of this research was to predict customer orientation in the Iranian gas industry using the theory of planned behavior (TBH). The population of this quantitative survey con-sisted of gas industry employees, and a sample size of 384 was calculated using Cochran’s formula for infinite population. Data was collected using a questionnaire. The content validity of the instrument was verified by a panel of experts, and its construct validity and reliability were confirmed through confirmatory factor analysis and Cronbach’s alpha. Data was ana-lyzed using confirmatory factor analysis and structural equations modeling. The results showed that discipline, knowledge, moral norms, subjective norms, and perceived behavioral control have a significant positive effect on customer orientation. Moreover, planned behavior was significantly associated with customer orientation in the gas industry. Therefore, TBH can be used for predicting customer orientation in the gas industry.
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利用计划行为理论预测客户导向:以伊朗天然气行业为例
本研究的目的是利用计划行为理论(TBH)预测伊朗天然气行业的客户导向。本次定量调查的人口由天然气行业员工组成,样本量为384人,使用Cochran无限人口公式计算。通过问卷调查收集数据。采用专家小组对量表的内容效度进行验证,通过验证性因子分析和Cronbach’s alpha对量表的结构效度和信度进行验证。采用验证性因子分析和结构方程模型对数据进行分析。结果表明,纪律、知识、道德规范、主观规范和感知行为控制对顾客导向有显著的正向影响。此外,在天然气行业中,计划行为与客户导向显著相关。因此,TBH可以用于预测天然气行业的客户导向。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Nexo Revista Cientifica
Nexo Revista Cientifica ENGINEERING, MULTIDISCIPLINARY-
自引率
0.00%
发文量
74
审稿时长
30 weeks
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