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The Role of Planned Behavior in Predicting Customer Orientation

Author

Listed:
  • Hasanbarog Zhila Mahrooz

    (Ph.D., Student, Department of Public Administration, Ardabil Branch, Islamic Azad University, Ardabil, Iran)

  • Rasouli Eshaq

    (Ph.D., corresponding author, Department of Public Administration, Ardabil Branch, Islamic Azad University, Ardabil, Iran)

  • Ardabili Farzad Sattari

    (Ph.D., Department of Public Administration, Ardabil Branch, Islamic Azad University, Ardabil, Iran)

  • Azadi Behnam

    (Ph.D., Department of Public Administration, Ardabil Branch, Islamic Azad University, Ardabil, Iran)

Abstract

The purpose of this qualitative research was to investigate the role of planned behavior in predicting customer orientation in the Iranian gas industry. The participants were 17 experts from the National Iranian Gas Company who were selected using purposive sampling and based on theoretical saturation. Data were collected using in-depth semi-structured interviews and were analyzed using thematic analysis and MAXQDA software. The results showed that attitude toward behavior (favorable behavior, pleasant behavior, behavior appraisal), subjective norms (peer pressure, family pressure, social pressure), perceived behavioral control (past experience, anticipation of future events, environmental norms), knowledge (up-to-date knowledge, behavior-related knowledge, education), ethical norms (responsibility, ethical principles, resilience), and discipline (organization, order, streamlining) are important components in predicting customer orientation in the gas industry. The results can help managers in the energy sector to improve their customer orientation and performance through planned behavior.

Suggested Citation

  • Hasanbarog Zhila Mahrooz & Rasouli Eshaq & Ardabili Farzad Sattari & Azadi Behnam, 2022. "The Role of Planned Behavior in Predicting Customer Orientation," Management, Sciendo, vol. 26(2), pages 41-62, December.
    • Handle: RePEc:vrs:manmen:v:26:y:2022:i:2:p:41-62:n:2
    DOI: 10.2478/manment-2019-0095
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    References listed on IDEAS

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    1. Aurelio Tommasetti & Pierpaolo Singer & Orlando Troisi & Gennaro Maione, 2018. "Extended Theory of Planned Behavior (ETPB): Investigating Customers’ Perception of Restaurants’ Sustainability by Testing a Structural Equation Model," Sustainability, MDPI, vol. 10(7), pages 1-21, July.
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    More about this item

    Keywords

    Behavior Prediction; Planned Behavior; Customer Orientation; Gas Industry;
    All these keywords.

    JEL classification:

    • M12 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Personnel Management; Executives; Executive Compensation
    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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