THE IMPACT OF SUBJECTIVE NORMS, PERCEIVED BEHAVIOUR CONTROL AND ATTITUDE ON PURCHASE INTENTION OF THE CUSTOMERS OF TELECOMMUNICATION SECTOR

1Mohd Shukri Ab Yajid, Johar, MGM

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Abstract:

The foremost purpose of current study is to examine the role of subjective norms, perceived behaviour control and attitude on the purchase intention of the customers of telecommunication companies of Malaysia. Data were collected form the managers of the customer relation and SPSS was used for analysis. The findings exposed that positive links among the subjective norms, perceived behaviour control and attitude with the purchase intention of the customers of telecommunication companies of Malaysia.

Keywords:

subjective norms, perceived behaviour control, purchase intention, telecommunication sector

Paper Details
Month4
Year2020
Volume24
IssueIssue 7
Pages4960-4983