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An Application of the Theory of Planned behavior (TBP) in describing Customers¡¯ Use of Cash Cards in Points of Sale (POS)

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  • Mohammad Haghighi
  • Elnaz Rahrovy
  • Hadi Vaezi

Abstract

This paper aims to investigate the use of cash cards in points of sale (POS), applying the theory of planned behavior. A field survey was conducted in Tehran, Iran. Data was collected and analyzed from 163 customers who have referred to chain stories in the area of Tehran. Findings indicate that the theory of planned behaviour is a suitable instrument to predict using cash cards by customers. In addition, multiple regression analysis revealed that attitude towards cash cards, subjective norms and perceived behavioural control have a positive and significant impact on intention to use cash cards by customers. Managers should consider various facets of customer decision-making process and try to enhance quality of provided payment services to satisfy customers. Key-words- Cash card, Consumer behavior, Service quality, Tehran

Suggested Citation

  • Mohammad Haghighi & Elnaz Rahrovy & Hadi Vaezi, 2012. "An Application of the Theory of Planned behavior (TBP) in describing Customers¡¯ Use of Cash Cards in Points of Sale (POS)," International Journal of Learning and Development, Macrothink Institute, vol. 2(6), pages 239-250, December.
    • Handle: RePEc:mth:ijld88:v:2:y:2012:i:6:p:239-250
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    References listed on IDEAS

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    2. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    3. Sheppard, Blair H & Hartwick, Jon & Warshaw, Paul R, 1988. "The Theory of Reasoned Action: A Meta-analysis of Past Research with Recommendations for Modifications and Future Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(3), pages 325-343, December.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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